By: Lauren Burns
Well, it finally happened. According to Nielsen’s The Gauge report from May, streaming viewership officially beat out both broadcast and cable TV combined for the first time. That’s right—more people are watching Netflix, YouTube, and other streaming platforms over flipping through cable channels or tuning into the evening news.
In May 2025, streaming made up 44.8% of total TV viewing in the U.S., while cable (24.1%) and broadcast (20.1%) combined made up less than that. It’s a big milestone—and honestly, it feels like it’s been a long time coming.
So, what’s driving this shift?
Let’s start with the obvious: people just love streaming. It’s easy, it’s on-demand, and there’s way more to choose from. Platforms like Netflix, YouTube, Hulu, Disney+, and Prime Video are absolutely dominating. YouTube especially has taken off—it now makes up 12.5% of all TV viewing, which is wild.
Even FAST channels (free, ad-supported streaming TV like Pluto TV or Tubi) are on the rise, now accounting for 5.7% of all television use. That’s about the same as a major broadcast network. Not bad for something that used to feel like the backup option.
The numbers don’t lie
Since Nielsen started tracking these viewership trends back in May 2021, streaming usage is up 71%. Meanwhile, cable has dropped by 39% and broadcast is down 21%. It’s clear where things are headed.
What’s really pushing streaming over the top is the variety. Back in 2021, only five streaming services hit at least 1% of total TV usage. Now? That number’s up to eleven. There’s just more to watch, on more apps, and with more flexibility.
Live sports are part of it, too
Even big, live events—something traditional television used to own—are shifting. Netflix’s NFL games on Christmas Day brought in over 51 billion minutes of viewing. That’s a massive number. And it shows that streaming isn’t just for bingeing dramas anymore—it’s a legit option for watching the game, too.
Why this matters (even if you cut the cord years ago)
If you’re a regular viewer, this just confirms what you already know: streaming is how most people watch TV now. But for media companies and advertisers, this is a huge deal. Budgets are moving, content strategies are shifting, and streaming is no longer the “alternative”—it’s the main stage.
What’s next?
- Will traditional TV bounce back? Maybe for a few big events, but it’s hard to see a major comeback.
- FAST channels are the ones to watch. They’re growing fast (pun intended) and could be a go-to for budget-conscious viewers.
- More live sports on streaming? You bet. Netflix, Amazon, and others are just getting started.
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The bottom line
This isn’t just a pivotal moment for streaming—it is the moment. While this momentum may carry through the summer, the kickoff of the NFL season could tilt the scales once again. Still, one thing is clear: the TV landscape has fundamentally changed. So if you’re still asking when the “future of TV” will arrive, the answer is clear—it already has.
