❓WHAT HAPPENED: Streaming has surpassed the combined share of broadcast and cable TV viewing for the first time, according to Nielsen’s latest report.
👤WHO WAS INVOLVED: Nielsen, streaming platforms like YouTube and Netflix, and more traditional media companies like Disney and NBCUniversal.
📍WHEN & WHERE: The milestone was recorded in May 2023, as documented in Nielsen’s The Gauge monthly report.
💬KEY QUOTE: “While many have expected this milestone to occur sooner, sporting events, news, and new season content have kept broadcast and cable surprisingly resilient.” – Brian Fuhrer, Nielsen SVP.
🎯IMPACT: Streaming platforms now lead TV viewership, reshaping the media landscape and forcing traditional companies to adapt to consumer preferences.
For the first time, streaming has outpaced the combined share of broadcast and cable TV viewing, according to Nielsen’s The Gauge monthly report. Streaming accounted for 44.8 percent of total TV viewership in May 2023, while broadcast and cable combined for 44.2 percent. This marks the largest share for streaming to date.
Nielsen’s data shows that since the start of its monthly reports four years ago, streaming has grown by 71 percent, while broadcast and cable viewing have dropped by 21 percent and 39 percent, respectively. “While many have expected this milestone to occur sooner, sporting events, news, and new season content have kept broadcast and cable surprisingly resilient,” Nielen’s Senior Vice President Brian Fuhrer noted.
Fuhrer goes on to explain that streaming’s rise has been driven by free ad-supported streaming TV offerings (FAST channels), YouTube’s exponential audience growth, and shifts by legacy media companies to cater to streaming-focused audiences.
In May 2021, only five streaming platforms surpassed one percent of total TV viewing. As of the most recent report, that number has more than doubled to 11 platforms, including FAST channels like Pluto TV, Roku Channel, and Tubi. Combined, these free services accounted for 5.7 percent of total TV viewing, surpassing any individual broadcast network. YouTube, excluding YouTube TV, has also seen immense growth, representing 12.5 percent of all TV viewing in May and marking its fourth consecutive monthly increase.
Traditional media companies have increasingly embraced streaming, with platforms like Hulu, Paramount+, and Peacock complementing linear TV. For instance, Super Bowl LIX aired on both Fox and Tubi, and the 2024 Olympics will be available on NBC and the broadcaster’s Peacock streaming platform. In addition to its Disney+ streaming platform, Disney has also used YouTube to enhance engagement with its characters and content.
Nielsen noted that Netflix remains the leader among paid subscription services, with a 27 percent increase in viewing over the past four years. While the milestone of streaming surpassing broadcast and cable may not occur every month, particularly during football season, Nielsen predicts streaming will eventually dominate TV viewership permanently.
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