In a groundbreaking shift, streaming platforms collectively overtook traditional broadcast and cable networks in total television usage for the first time in May, according to Nielsen’s latest data. This historic milestone reflects the accelerating transformation of media consumption habits since 2021. While linear TV still holds a modest presence, major distributors like Warner Bros. Discovery and FOX saw notable gains last month. Streaming giant YouTube retained its lead, while NBCUniversal rose in the rankings and Paramount experienced a decline. The report highlights how evolving viewer preferences are reshaping the television landscape across different age groups and platforms.
The Rise of Streaming as the Dominant Viewing Platform
May marked a pivotal turning point in American television history as streaming services collectively claimed a larger share of total viewing than traditional broadcast and cable networks combined. According to Nielsen’s updated metrics, streaming accounted for nearly half of all television usage, reaching 44.8%, surpassing linear TV’s 44.2% combined share. This shift underscores the rapid evolution in consumer behavior over the past few years, especially since Nielsen introduced its expanded Gauge report in 2021. Despite this surge, linear platforms have shown resilience, maintaining relevance among certain demographics even as they experience significant overall declines.
The dominance of streaming was further highlighted by YouTube’s continued leadership in media distribution, securing a 12.5% share of total TV viewing. Although most age groups showed declining engagement with the platform, viewers aged 65 and older helped offset these losses, allowing YouTube to maintain its position at the top. Meanwhile, other streaming players such as The Roku Channel also saw growth, particularly among younger audiences, indicating that platform loyalty is increasingly fragmented. As consumers continue to migrate between services, Nielsen’s updated Gauge report offers a more comprehensive view of cross-platform viewing trends, capturing the ongoing redefinition of how Americans consume television content.
Major Media Distributors Gain Momentum Amid Shifting Viewer Preferences
Amid the broader transition toward streaming, several key media companies managed to strengthen their positions in May. Warner Bros. Discovery led the pack in terms of growth, increasing its total television usage share to 7.0%, largely driven by TNT’s NBA Playoff coverage. The sports programming boost translated into a 69% rise in TNT viewership compared to April, with eight Knicks games alone generating close to 7 billion minutes of watch time. Similarly, FOX saw an uptick in viewership thanks to Tubi, its free ad-supported service, which hit a record 2.2% share of total TV usage, fueled by a 25% increase in young adult viewers. Both companies ended the month tied at 7.0% market share, with Warner Bros. Discovery slightly ahead before rounding adjustments.
Beyond sports and streaming, traditional networks also contributed to distributor growth, albeit at a slower pace. FOX’s linear channels, including live NASCAR events on FOX Sports 1, played a role in its overall performance, with Tubi accounting for nearly one-third of the company’s total viewing for the month. NBCUniversal moved up to third place with an 8.0% share, benefiting from consistent audience engagement across both its streaming and linear offerings. In contrast, Paramount dropped to fourth after losing a full point in market share following the conclusion of high-profile sporting events like March Madness and The Masters. These fluctuations illustrate how real-time events, demographic shifts, and platform strategies influence media distribution dynamics in today’s rapidly changing television environment.