30.06.2025 15:48

A recent Nielsen report reveals a significant shift in television viewing habits: streaming has overtaken linear TV for the first time. This milestone marks the culmination of a long-term trend, solidifying streaming's dominance in the entertainment landscape.

Despite a temporary surge in linear TV viewership during May 2024, fueled by the NBA playoffs and other events, the overall trend remains firmly in favor of streaming. Traditional television networks, therefore, have not seen a reversal of their declining viewership.

This dramatic change is underscored by compelling statistics. Over the past decade, streaming subscriptions have skyrocketed, experiencing a 70% increase, encompassing over 80% of U.S. households. Since 2021 alone, streaming usage has risen by a remarkable 71%. Financially, the growth is equally impressive, with streaming TV revenues surging from an estimated $16 billion in 2015 to a staggering $55 billion in 2023. Furthermore, projections indicate continued expansion, with connected TV advertising expected to reach $33 billion in 2025 and nearly $47 billion by 2028.

The speed of this transition might be the most surprising aspect of Nielsen's findings; many might have anticipated it to take longer for streaming to surpass linear TV. Nielsen's May data showcased streaming's commanding 44.8% share of total TV usage, edging out broadcasting (20.1%) and cable (24.1%) combined, which reached a total of 44.2%. This represents a significant increase in streaming's market share, with a 25% rise in the past year alone, while broadcasting and cable experienced declines of 15% and 10%, respectively.

Looking ahead, the summer months present no major sporting events or other significant programming to potentially reverse this trend, further solidifying streaming’s position as the dominant force in television viewership. The data, sourced from internet resources, paints a clear picture of a fundamental transformation in how people consume television.