Streaming Officially Dethrones Linear TV in U.S. as Viewing habits Evolve
A Historic Shift Has Occurred: Streaming has officially surpassed linear television – a combination of broadcast and cable – in the united States for the first time in May, marking a paradigm shift in how Americans consume their favorite shows and movies.
The numbers tell a clear story: a growing preference for streaming’s convenience and vast content libraries over traditional viewing methods.
The Rise Of Streaming: A Four-Month Surge
May marks the fourth consecutive month of growth for streaming platforms, highlighting an ongoing trend.
Conversely, broadcast and cable have both experienced declines, wiht cable particularly feeling the pressure, reporting its first decrease in three months.
Nielsen’s Media Distributor Gauge: Streaming Dominance
According To Nielsen’s Media Distributor Gauge, streaming experienced a +0.5% increase from April, commanding 44.8% of total TV usage in May.
Over The Past Four Years, since Nielsen began tracking these metrics, streaming has surged in popularity, witnessing a remarkable +71% increase. This surge firmly establishes streaming as the preferred TV viewing format.
Linear TV’s Decline: Broadcast And Cable struggle
Traditional Broadcast and cable formats have struggled to maintain their viewership, experiencing declines of -21% and -39%, respectively, since May 2021.
The Rise in cord-cutting, where viewers cancel their cable subscriptions in favor of streaming options, is a notable factor in cable’s sharp decline.
Do you still have cable? Is it about time to cut the cord?
Month-To-Month Performance: Linear Segments Weaken
Looking At month-to-month performance, broadcast suffered a -0.7% drop, settling at 20.1%. This dip might potentially be attributed to the conclusion of the 2024-2025 broadcast season, alongside the Memorial Day holiday weekend.
Despite The Presence of major sporting events like the NBA and NHL playoffs, and the early rounds of the French Open, cable recorded a -0.3% decrease, finishing at 24.1% for May.
streaming Takes The Lead: A Historic Milestone
Combined, The Linear segments of broadcast and cable totaled 44.2%,falling short of streaming’s 44.8% in May. This marks the first time streaming has surpassed the combined viewership of broadcast and cable.
The linear segment experienced a substantial -1.1% decline in viewership between April and May, clearing the path for streaming’s ascent to the top.
The “Other” category: A Potential Landing Spot
The “Other” category, which includes smaller streaming services and alternative viewing methods, finished at 10.9% in May, a +0.6% increase from April. this suggests that some viewers are migrating from linear channels to explore other options.
Streaming Platform Rankings: YouTube Dominates
Within The Streaming Category, YouTube continues to hold its dominant position, accounting for 12.5% of all viewing, a slight increase of +0.1% from its april performance of 12.4%.
Netflix Followed with 7.5% of total streaming consumption in May,remaining steady from the previous month. Following Netflix, Disney+ secured 5%, and Prime Video held 3.5%, both remaining stable.
The Competitive Landscape: roku,Paramount,And More
The Roku channel’s 2.5% viewership surpassed Paramount’s 2.2%, securing fifth and sixth places, respectively. The Roku Channel increased by +0.1% from the previous month, while Paramount decreased by -0.2%.
Tubi Finished the month at 2.2% (up +0.2%), while Warner Bros. Discovery’s streaming service, Max (including Discovery+), remained at 1.5%. nbcuniversal’s streaming service, Peacock, also remained flat at 1.4%.
Key Metrics: A Visual Overview
Let’s Look At the latest streaming and viewership data.
| Category | Percentage of TV usage (may 2025) | Change from April 2025 |
|---|---|---|
| Streaming | 44.8% | +0.5% |
| Cable | 24.1% | -0.3% |
| Broadcast | 20.1% | -0.7% |
| Other | 10.9% | +0.6% |
The Enduring Appeal of Streaming: Why It’s Here to Stay
The shift towards streaming isn’t just a fleeting trend; it’s a fundamental change in how people access and consume content.
Various Factors contribute to streaming’s sustained growth, including the ability to watch on-demand, the increasing availability of original content, and the versatility to view content on a multitude of devices.
The Key To Success in the streaming era lies in offering diverse content, user-amiable interfaces, and competitive pricing.
Did You Know?
YouTube TV has surpassed 8 million subscribers in the U.S. as of early 2025, solidifying its position as a leading live TV streaming service.
Tips For Choosing The Right Streaming service
With So Many options available, selecting the right streaming service can be overwhelming.
Consider Factors such as the type of content you enjoy, the number of users in yoru household, and your budget.
pro Tip:
Take advantage of free trials to test out different services before committing to a subscription. Also, check out YouTube live streaming tips.
Frequently Asked Questions About The Streaming Revolution
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