Streaming surpasses cable and broadcast viewership in US

More Americans used streaming services on TV than cable and broadcast for the first time in May, according to Nielsen.

Streaming accounted for 44.8% of total US TV viewing, while cable and broadcast combined made up 44.2%. That marks streaming’s biggest monthly share to date. 

Compared to May 2021, streaming use jumped 71%, while cable dropped 39% and broadcast fell 21%. Google-owned YouTube led with 12.5% of total viewership, followed by Netflix at 7.5%. 

Free Ad-supported Streaming Television (FAST) platforms, including PlutoTV, Tubi, and Roku Channel, together claimed 5.7%.

Nielsen said that free services are fueling streaming growth as more viewers opt for digital options over traditional TV.