Streaming surpasses cable and broadcast TV for the first time

In a milestone that redefines the media landscape, streaming consumption in the United States surpassed the combined audience share of cable and broadcast television for the first time during the month of May 2025, according to a landmark report from measurement firm Nielsen.

The streaming revolution has reached its peak. For the first time in history, streaming services like Netflix, YouTube, and Hulu have captured a larger slice of the television viewing pie than traditional television combined. According to Nielsen's monthly "The Gauge" report, for May 2025, streaming accounted for a record 44.8% of total television usage in the United States.

This historic moment marks the end of an era dominated by linear cable and broadcast programming, which together achieved a 44.2% share (24.1% for cable and 20.1% for broadcast).

The change has been rapid and dramatic. Compared to May 2021, streaming usage has increased by a staggering 71%. Over the same period, cable TV viewership has fallen by 39% and broadcast TV viewership by 21%.

The Nielsen report not only confirms streaming's dominance, but also reveals who the winners are in this new media ecosystem.

* YouTube, the undisputed giant: YouTube (excluding YouTube TV) has cemented its position as the largest single platform, capturing an impressive 12.5% ​​of all TV viewing time. This is its fourth consecutive monthly increase and the largest share achieved by any streaming service to date.

* Netflix, the subscription king: Despite growing competition, Netflix remains the leader in subscription video on demand (SVOD) services, with viewership growth of 27% since 2021.

* The Rise of Free (FAST): Free ad-supported streaming services (FAST) are experiencing explosive growth. Platforms like PlutoTV, Roku Channel, and Tubi now have a combined market share of 5.7%, a figure larger than any individual broadcast network.

Here's a breakdown of the new US TV viewership landscape:

| Display Format | Market Share (May 2025) |

|—|—|

| Streaming (Total) | 44.8% |

| Cable | 24.1% |

| Broadcast (Open TV) | 20.1% |

| YouTube (Individual) | 12.5% ​​|

| FAST Services (Combined) | 5.7% |

Source: Nielsen, The Gauge Report, May 2025

This paradigm shift has sparked a debate at the top of the entertainment industry. At the recent Cannes Film Festival, Netflix boss Ted Sarandos dismissed YouTube as a platform for "killing time," in contrast to Netflix's "premium storytelling," designed to "invert time."

YouTube CEO Neal Mohan's response was direct and reflects the new consumer reality: "Who am I to say what is investing time, quality time, or killing time? It's all of us as consumers; we decide how to spend our time."

YouTube's victory in the Nielsen ratings validates Mohan's argument. It demonstrates that the creator economy is no longer a niche; it's a dominant media force that has redefined what it means to "watch TV." Individually generated content on YouTube now commands more screen time than major studio productions on traditional television networks. This fundamental shift is redirecting billions in advertising and cementing YouTubers as some of the most influential figures in popular culture.