New data from Nielsen confirms a pivotal moment in media consumption history: streaming services have officially surpassed the combined viewership of traditional cable and broadcast television for the first time on record. The landmark shift, detailed in Nielsen’s latest “The Gauge” report for May 2025, underscores the rapid transformation of how audiences around the globe choose to watch content.
A Watershed Moment in Television History
The May 2025 report reveals that streaming accounted for 44.8% of total television viewing. This figure decisively outpaced the combined share of cable television, which held 24.1%, and broadcast television, which captured 20.1%. Together, traditional formats represented 44.2% of viewing – marking the first instance where streaming’s individual share exceeded the combined might of its long-dominant predecessors.
This data point is more than just a statistic; it represents the culmination of years of evolving viewing habits and technological advancement. For decades, cable and broadcast held a near-monopoly on live and scheduled programming. The rise of high-speed internet and on-demand streaming platforms has fundamentally altered that landscape, empowering viewers with unprecedented control over what they watch and when.
Nielsen CEO Karthik Rao has discussed these significant results, highlighting the profound implications for the entire media ecosystem, from content production and distribution to advertising models and consumer engagement.
The Trajectory of Change: Four Years of Decline and Growth
The May 2025 data is particularly striking when viewed in historical context. Nielsen’s report provides a look back over the past four years, comparing the latest figures to those from May 2021. The trend lines show a dramatic divergence:
* Streaming viewership has seen explosive growth, increasing by 71% since May 2021.
* Conversely, broadcast television viewing has declined significantly, dropping by 21% over the same period.
* Cable television has experienced an even steeper fall, decreasing by a substantial 39%.
These figures illustrate a clear and accelerating migration of audiences away from linear, scheduled programming towards the flexibility and vast content libraries offered by streaming platforms. The decline in traditional viewership presents substantial challenges for legacy media companies, which are now grappling with how to retain audiences and revenue in a fragmented digital landscape.
Netflix Maintains Streaming Leadership
Within the fiercely competitive streaming market, one player continues to stand out: Netflix. The report confirms that Netflix remains the leading individual streaming service, a position it has held consistently for four years straight as the top streaming video on-demand (SVOD) provider.
Netflix’s enduring success is attributed, in part, to its strategic content strategy. Nielsen has even coined the term “Netflix Effect” to describe the significant impact and success the platform has achieved, particularly through its masterful use of licensed content alongside its original programming. This ability to leverage popular shows and movies from other studios, combined with a steady stream of original hits, has allowed Netflix to maintain its dominant market share amidst a proliferation of new streaming competitors.
Implications for the Media Landscape
The crossover point reached in May 2025 signals a fundamental and potentially irreversible shift in the television industry. Advertisers, historically reliant on large, predictable audiences delivered by broadcast and cable, must increasingly follow viewers to streaming platforms, albeit with different measurement and targeting capabilities.
Content creators and distributors are also adapting, prioritizing direct-to-consumer streaming strategies and investing heavily in exclusive digital content. The traditional bundling model of cable television is under severe pressure as consumers increasingly opt for ‘cord-cutting’ or ‘cord-needing’ approaches, subscribing only to the specific streaming services that offer the content they desire.
While traditional television formats still command a significant portion of viewing, the trajectory is clear. The May 2025 data from Nielsen’s “The Gauge” report serves as a definitive marker, solidifying streaming’s position as the primary mode of television consumption and heralding a new era for the media industry.
