Streaming’s Stunning Victory: How Digital Took Over TV
Streaming’s Stunning Victory: How Digital Took Over TV
In a seismic shift for the entertainment industry, streaming viewership has officially overtaken traditional TV. For the first time ever, in May 2025, streaming captured a whopping 44.8% of total TV usage, eclipsing the combined viewership of broadcast (20.1%) and cable (24.1%) which together managed only 44.2%.
This monumental milestone, revealed by Nielsen’s The Gauge, marks a stunning four-year evolution. Since The Gauge’s inception in May 2021, streaming has skyrocketed by 71%, while broadcast and cable viewership plummeted by 21% and 39% respectively. Nielsen CEO Karthik Rao attributes this dramatic change to media companies successfully adapting to evolving viewer preferences.
The rise of streaming isn’t just about one giant; it’s a diverse ecosystem. The number of individual streaming platforms exceeding 1% of total TV usage has more than doubled, jumping from five in 2021 to eleven in 2025. Netflix remains the reigning champion, boasting a 27% usage increase since 2021 and holding the top spot for four consecutive years, further cemented by record viewership during its exclusive Christmas Day 2024 NFL game stream.
YouTube’s explosive growth is equally remarkable. Excluding YouTube TV, it commanded a staggering 12.5% of all TV viewing in May – the highest monthly share ever achieved by a single platform. Its growth since 2021? A phenomenal 120%.
Free ad-supported streaming television (FAST) services like PlutoTV, The Roku Channel, and Tubi also played a significant role, collectively capturing 5.7% of total TV usage – exceeding any single broadcast network.
The transformation of traditional media companies into streaming-first operations further fueled this shift. Services like Hulu, Paramount+, and Peacock expanded their reach to digital-native audiences and leveraged major events like Super Bowl LIX and the 2024 Summer Olympics to attract viewers. The adoption of ad-supported tiers across most subscription platforms opened up even more opportunities for advertisers.
While Nielsen acknowledges potential seasonal fluctuations, the overall trend is undeniable: digital viewing is here to stay. However, the report also highlights a crucial challenge: the lack of consistent data transparency within the streaming sector, particularly regarding viewer metrics.
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