• Loading stock data...
Sunday, October 19, 2025

Streaming Tops Linear for First Time, Sports Still Key to TV’s Resilience

The accelerating media migration toward streaming has hit another important tipping point. 

Denny Medley-Imagn Images

If there was still any doubt about the importance of streaming to the media business, new figures from Nielsen have put that finally and definitively to rest.

The media measurement agency said that streaming represented 44.8% of U.S. TV viewership in May, marking the first time it topped the combined share of broadcast and cable, coming in at 44.2% during the month. 

The accelerating migration to streaming first hit a major tipping point in July 2023, when the combined linear share from broadcast and cable fell below 50% of total consumption for the first time. Less than two years later, the transition has become even more stark. Since 2021, when Nielsen first introduced The Gauge to monitor macro-level viewership trends on a monthly basis, streaming usage has grown by 71% while broadcast TV and cable have fallen 21% and 39%, respectively, in that time.

“While many expected this milestone to occur sooner, sporting events, news, and new season [entertainment] content have kept broadcast and cable surprisingly resilient,” Nielsen SVP Brian Fuhrer said. “The trend [toward streaming], however, has been very consistent.”

Within that 44.8% streaming percentage during May, by far the largest chunk came from YouTube, followed by Netflix. Coming in third were Disney’s combined operations that include ESPN+ along with Hulu, which is set to be owned in full by the company, and Disney+. Amazon Prime Video was fourth. 

“An under-appreciated driver is the continued transformation of traditional media companies into streaming-first entities,” Fuhrer said. “Instead of competing and conflicting with their linear components, streaming platforms like Hulu, Paramount+, and Peacock have really come into their own as key connections to streaming-native consumers. This phenomenon is not limited to originals, as we’ve seen success with sporting events as well, most notably with the Super Bowl that Fox simulcast on Tubi.”

Roku, which increasingly sees itself as a key starting point for streamers and has resumed streaming of MLB games, itself captured 2.5% of the total television audience during May, greater than the individual shares for Paramount+, Max, or Peacock. 

The latest Nielsen data also arrives as the company intends to make its Big Data + Panel expanded methodology the standard currency for audience measurement.

The rest of TV viewership not covered by linear or streaming, amounting to nearly 11% in May, involved a series of other uses such as DVD playback, gaming, and audio streaming.

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Beyond Ohio State, It’s Another Massive Shake-Up in the CFB Top 25

Nine of the top 10 teams changed positions in Week 9.

Jannik Sinner’s $6M Saudi Payday Tops Any Grand Slam Purse

The other five participants received $1.5 million.

Florida, Colorado State Firings Push CFB Buyouts Past $100M

Nine FBS head coaches have been fired since the season started.
@chef__tezz/Instagram

Inside the NFL’s Private Chef Network

Private chefs are the unsung architects of player performance.

Featured Today

How Vanderbilt Went From SEC Doormat to Dark Horse CFP Candidate

After beating LSU, Clark Lea said: “Internally, we expect to win.”
May 27, 2025; Indianapolis, Indiana, USA; Indiana Pacers guard T.J. McConnell (9) shoots a three point basket over New York Knicks guard Josh Hart (3) during the third quarter of game four of the eastern conference finals for the 2025 NBA Playoffs at Gainbridge Fieldhouse
October 18, 2025

NBA Stars Swap Wine With League Friends and Foes

A wine-exchange tradition emerged from the bubble season’s close quarters.
May 25, 2025; Indianapolis, Indiana, USA; Derek Jeter walks the red carpet on Sunday, May 25, 2025, ahead of the 109th running of the Indianapolis 500 at Indianapolis Motor Speedway
October 16, 2025

The Players’ Tribune Is Still Kicking 11 Years Later

Founder Derek Jeter is still closely involved in the publication.
Las Vegas Aces center A'ja Wilson (22) celebrates with her teammates after her last second shot to take the lead 90-88 against the Phoenix Mercury in Game 3 of the WNBA Finals at Mortgage Matchup Center in Phoenix on Oct. 8, 2025.
exclusive
October 10, 2025

Standoff Over WNBA’s Future Has Dominated Finals

CBA negotiations have stolen the spotlight from the Aces’ dominant performance.
Apr 11, 2025; Dallas, Texas, USA; A view of an NBA basketball and backyard and NBA logo before the game between the Dallas Mavericks and the Toronto Raptors at the American Airlines Center.

NBA Tries to Solve Fragmentation Issue It Helped Create

A new “Tap to Watch” feature will direct fans to live games.
Aug 30, 2025; Columbus, Ohio, USA; Ohio State Buckeyes wide receiver Brandon Inniss (1) attempts to make a catch over Texas Longhorns defensive back Graceson Littleton (29) in the first half at Ohio Stadium.
October 16, 2025

SEC Games Help ABC Dominate College Football Ratings at Midseason

Texas–Ohio State on Fox remains the most-watched game of the season.
Mar 12, 2025; Denver, Colorado, USA; General view of ESPN broadcast camera during a game between the Minnesota Timberwolves and Denver Nuggets at Ball Arena.
October 16, 2025

ESPN’s New NBA Segment Resists Hot Takes

LeBron James tweeted in favor of the new segment.
Sponsored

How Jenny Just Is Shaping the Future of Sports Ownership

Jenny Just on bringing her investment experience to sports ownership.
Oct 10, 2025; Phoenix, Arizona, USA; Las Vegas Aces center A'ja Wilson (22) celebrates with teammates after game four of the 2025 WNBA Finals at Mortgage Matchup Center.
October 14, 2025

WNBA Finals Draws 1.5M Viewers, Second-Highest Series on ESPN

The four-game series averaged 1.5 million viewers.
MLS
October 14, 2025

MLS Publishes Unchecked AI-Generated Game Recaps

Humans are not reviewing the articles for accuracy.
Micah Parsons
exclusive
October 14, 2025

NFL Scorigami Creator Blames Glitches on Twitter Platform Changes

The bot has been glitching all NFL season, and fans have noticed.
Sep 5, 2025; Flushing, NY, USA; Carlos Alcaraz of Spain and Novak Djokovic of Serbia embraces after their match in the semifinal of the men’s singles at the US Open at Arthur Ashe Stadium in Billie Jean King National Tennis Center.
October 13, 2025

Six Kings Slam Returns With Record $6M Prize, Netflix Deal

The Six Kings Slam is held in Riyadh, Saudi Arabia.