According to Nielsen's monthly Gauge report, for the first time ever, more Americans are watching TV through streaming services than through broadcast or cable combined. Streaming accounted for 44.8% of total TV viewership in May, while broadcast and cable collectively represented only 44.2%. This trend marks the ongoing rise of streaming platforms, supported by increases in users of free services like YouTube, which surged 120%, contributing to the shift in viewer habits over the past years.
It's fitting that this inflection point coincides with the four year anniversary of Nielsen's The Gauge, which has become the gold standard for streaming TV measurement.
Since 2021, viewers streamed their entertainment 71% more than they used other sources. During the same time, TV viewers watched 21% less via broadcast.
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