It finally happened. Streaming has surpassed both broadcast and cable combined to become the dominant form of TV consumption in the U.S., according to Nielsen’s May 2025 Gauge report. Streaming accounted for 44.8% of total TV usage last month, edging out the combined 44.2% share held by cable at 24.1% and broadcast at 20.1%.
This milestone comes after four straight months of streaming growth and represents a 71% increase in usage since Nielsen launched The Gauge in May 2021. In contrast, cable and broadcast have declined by 39% and 21%, respectively, over the same period. Cord-cutting continues to reshape viewing habits, with linear platforms steadily losing ground.
From April to May, streaming rose 0.5% while cable and broadcast slipped 0.3% and 0.7%, respectively. The drop in broadcast is likely tied to the end of the 2024–2025 season and Memorial Day. Cable’s modest decline came despite playoff coverage from the NBA, NHL, and the French Open. The net effect was a 1.1% drop across both linear formats, clearing the way for streaming to take the lead for the first time.
Inside the Streaming Numbers
YouTube led all platforms with 12.5% of total TV viewing, up slightly from April. Netflix held steady at 7.5% and has grown 27% since May 2021, helped in part by its live NFL games on Christmas Day last year. Disney Plus and Prime Video remained unchanged at 5% and 3.5%, respectively. FAST platforms continued to gain share. The Roku Channel rose to 2.5%, overtaking Paramount Plus at 2.2%. Tubi climbed 0.2% to also hit 2.2%. Max and Discovery Plus held steady at 1.5%, as did Peacock at 1.4%.
The list of platforms with at least a 1% share of TV usage has more than doubled since 2021. It now includes 11 services, underscoring how fragmented and competitive the streaming space has become.
The Take
Streaming’s lead over linear TV marks more than just a new ranking. It signals a fundamental shift in how TV is monetized, distributed, and consumed. Advertisers are quickly moving budgets toward ad-supported streaming and FAST platforms, which now rival or exceed broadcast networks in share. For media companies, this accelerates the urgency to pivot fully into streaming-first strategies, with greater focus on bundling, sports rights, and ad tech infrastructure. While seasonal events like NFL games or fall premieres may temporarily boost linear share, the broader trend is clear. Streaming has become the center of gravity for the TV business and will increasingly shape how content is funded, surfaced, and scaled.
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