Nielsen: Streaming passes linear TV for first time

In May, streaming services surpassed broadcast and cable TV combined for the first time, capturing 44.8% of viewership according to Nielsen's Gauge index. Netflix continues to lead streaming platforms, experiencing a 27% increase since May 2021, while YouTube's share surged by over 120% to 12.5% of all TV viewing. Free Ad-Supported Streaming Television (FAST) platforms like PlutoTV, Roku Channel, and Tubi collectively exceeded the viewership of any single broadcast TV network, signaling a significant shift in consumer media consumption habits.

Analysis

Nielsen's May Gauge index data reveals a pivotal moment in media consumption, with streaming services capturing 44.8% of total TV viewing, surpassing the combined share of broadcast (20.1%) and cable TV (24.1%) for the first time in the index's four-year history. This milestone, representing streaming's largest share to date, underscores the accelerating shift towards digital platforms. Within the streaming landscape, YouTube (excluding YouTube TV, an Alphabet entity) demonstrated exceptional growth, increasing its viewership by over 120% since May 2021 to achieve a record 12.5% share of all TV viewing; this marks its fourth consecutive monthly gain and the highest share for any single streaming platform on record. Netflix maintained its leading position among subscription services, with its viewership jumping 27% since May 2021. The Walt Disney Company's combined streaming offerings (Disney+, Hulu, ESPN+) accounted for 5% of TV watching. Furthermore, Free Ad-Supported Streaming Television (FAST) platforms, including PlutoTV (Paramount), Roku Channel, and Tubi (Fox), are gaining significant traction, collectively amassing 5.7% of total TV viewing in May—a share larger than any individual broadcast TV network. Roku Channel, specifically, secured 2.2% of TV viewing, a figure reported as larger than Paramount+/Pluto TV (2.2%), Max/Discovery+ (Warner Bros. Discovery) (1.5%), and Peacock (Comcast) (1.4%), thereby increasing its attractiveness for live sports content.