May marked a significant milestone in the realm of streaming entertainment. Nielsen's latest Gauge report revealed that streaming viewership has surpassed the combined viewership of cable and broadcast television for the first time ever.

According to Nielsen's data on television viewership in the U.S. (excluding mobile devices and international viewers), streaming accounted for 44.8% of all TV watched, outpacing the 44.2% share held by cable and broadcast television combined. This shift marks a turning point as streaming has consistently been the primary source of TV viewing, but this is the first instance where it has exceeded the total viewership of traditional television. The remaining 10.9% of viewing fell into miscellaneous categories.

The Gauge report, a monthly TV consumption analysis by Nielsen that has been ongoing for four years, highlights the significant growth in streaming usage. Since its inception in May 2021, streaming viewership has surged by 71%, while broadcast TV has declined by 21% and cable TV by 39%.

Nielsen attributes the rise in streaming viewership to the popularity of free streaming services. Platforms like YouTube have experienced a 120% increase in viewership over the past four years and consistently rank as the top streaming platform. In May, YouTube accounted for 12.5% of all TV viewership measured by Nielsen, marking the highest share achieved by any streaming service to date. Even smaller platforms such as PlutoTV, Roku Channel, and Tubi collectively captured 5.7% of viewing in May, surpassing individual broadcasters.

The timing of this streaming milestone coincides with the summer season when traditional TV programming, including football, is typically on hiatus. Despite this, Nielsen anticipates that streaming will continue to dominate viewership in the long run.

Another highlight from the latest Gauge report is the performance of Netflix, recognized as the leading subscription video on demand (SVOD) service since the report's inception. Netflix has seen a 27% increase in viewership from 2021 to the present, with notable milestones such as setting a record for the biggest streaming day in history on Christmas 2024, featuring two NFL games. The top streaming program of the month, with 4 billion minutes watched, was "You," attributed to the release of its final season. This achievement marks a full circle moment for Netflix, which initially acquired the series from Lifetime, saw strong viewership, and eventually produced it in-house for subsequent seasons.