Streaming video has officially eclipsed traditional TV consumption for the first time in history. According to Nielsen’s May 2025 report, streaming platforms collectively accounted for a record-breaking 44.8% of overall viewing time, whereas the combined share of broadcast and cable totaled just 44.2%. This marks a watershed moment in media consumption trends, signaling long‑anticipated dominance of digital viewing over linear television in the United States.
Streaming’s share has surged dramatically since 2021, increasing by 71%, while broadcast and cable viewership declined by 21% and 39% respectively over the same period .Platforms like YouTube, which captured 12.5% of total viewership in May 2025, played a leading role in pushing this shift, followed by Netflix, FAST services (such as Roku Channel, PlutoTV, and Tubi), Disney+, Hulu, and Prime Video also gaining traction .The impact is reflected not only in usage patterns but also in advertising and industry economics. Connected TV (CTV) ad spending reached approximately $33 billion in 2025 and is projected to climb to nearly $47 billion by 2028, underscoring the rapid realignment of marketing budgets toward streaming ecosystems and away from legacy broadcast channels.Additionally, FAST platforms collectively now exceed any single broadcast network in viewership share, illustrating the deep appeal of free ad-supported streaming content .
This transition reflects profound shifts in viewing preferences: audiences—especially younger demographics—now opt for on-demand, personalized, and mobile-friendly content over scheduled programming. Linear TV still retains relevance for live news and sports, but its dominance is rapidly waning. The long-expected tipping point has arrived: streaming has overtaken traditional TV, reshaping audience behavior, industry strategy, and the future of video entertainment across demographics.