Media, the turning point in the US: streaming overtakes traditional TV
In May, on-demand services accounted for 44.8% of total TV consumption, leaving traditional and cable broadcasting behind
1' min read
1' min read
After a long chase, the overtaking. For the first time, streaming services dethroned cable and over-the-air television in the US, winning more viewers in May than the other two mediums combined, according to data released by audience measurement company Nielsen.
In its monthly report 'The Gauge', Nielsen reported that streaming captured 44.8% of total TV usage in the US in May, highlighting the increasing dominance of streaming platforms such as YouTube and Netflix over the past four years.
YouTube in particular alone accounted for 12.5% of all TV ratings in May, capturing the largest audience share for a streaming service. Free streaming services with advertising, such as PlutoTV, Roku Channel and Tubi also gained popularity, collectively capturing 5.7% of TV viewers.
In May, broadcast services accounted for 20% of TV viewers, while cable TV was worth 24%, according to Nielsen data.
The rise of streaming, which received a major boost during the Covid pandemic when people were forced to seek entertainment at home, reflects the broader transformation of media consumption, as viewers increasingly prefer on-demand content to traditional TV programmes. This trend is reshaping the TV landscape, with implications for both advertisers and content creators.
