a landmark moment for the television industry, streaming viewership has officially eclipsed the combined total of broadcast and cable for the first time in history, according to the latest report from Nielsen. The measurement and data analytics giant's May 2025 "The Gauge" report reveals that streaming platforms captured a record 38.8% share of total television usage, edging out broadcast (22.8%) and cable (31.5%) combined.
This significant shift underscores the continuing evolution of consumer viewing habits and the growing dominance of on-demand content. The rise of streaming has been a consistent trend, but this latest data point marks a symbolic and critical tipping point for the entertainment landscape.
Fueling this growth are major streaming players and the increasing popularity of a diverse range of content. Nielsen's report highlights the continued strength of established services while also noting the expansion of the streaming ecosystem with new platforms and offerings.
In other recent developments, Nielsen has also been at the forefront of key industry insights and partnerships.
Looking ahead, Nielsen, in partnership with PepsiCo, released a report predicting that women's football is on a trajectory to become one of the top five most-followed sports globally by 2030. The report highlights the significant untapped potential for brands to engage with this rapidly growing and passionate fanbase.
Further solidifying its position as a critical measurement partner in the evolving media landscape, Nielsen announced extensions of its agreements with VIZIO and FOX Television Stations. The multi-year renewal with VIZIO will enhance Nielsen's cross-platform measurement by incorporating VIZIO's extensive smart TV data. The continued partnership with FOX will provide measurement for its local stations, including their streaming apps, offering a more comprehensive view of audience engagement across linear and digital platforms.
These announcements, coupled with the historic streaming milestone, paint a clear picture of a media industry in the midst of a profound transformation. As audiences increasingly gravitate towards streaming, Nielsen's role in providing accurate and comprehensive measurement across all platforms becomes ever more crucial for content creators, advertisers, and distributors.
