The Numbers Don’t Lie: Streaming’s Ascent

For decades, the television set was the focal point of the American living room. Though, this is changing rapidly. Nielsen’s latest analysis reveals that linear TV accounted for just 44.4% of total-day consumption in February 2025,a historic low. Streaming services, on the other hand, captured 43.5% of the pie, their largest share sence Nielsen began tracking thes metrics in 2021.

The “other” category, which includes unmeasured video-on-demand usage, DVD playback, and gaming, accounted for the remaining 12.1%. This category highlights the increasing fragmentation of video consumption, with viewers diversifying their entertainment sources.

Consider the landscape in may 2021.At that time, traditional TV commanded 64.9% of all U.S. video consumption, while streaming held a 26% share.The shift has been dramatic and swift,driven by cord-cutting and the allure of on-demand content.

This trend is further evidenced by the significant number of households abandoning traditional cable and satellite subscriptions. Since may 2021, approximately 21.3 million households have cut the cord, causing penetration to plummet from 69% to 38%. Even with the inclusion of virtual MVPD packages, overall pay-TV penetration hovers around 54%, representing approximately 68.5 million video subscribers. This is a stark contrast to 2013, when the traditional bundle was a staple in over 103 million American homes.

Year-over-year comparisons paint an even clearer picture of TV’s decline,notably among younger demographics. As of February 2024,TV’s share has decreased from 50.9% to 44.4%. Looking back to february 2022, broadcast and cable accounted for a commanding 61.4% of all consumption. The erosion is undeniable.

The rise of streaming isn’t just about convenience; it’s also about cost. The average cable bill in the U.S. can easily exceed $100 per month, while streaming services offer a range of options, many of which are significantly cheaper. This cost differential is a major driver for cord-cutting, especially among younger viewers who are more price-sensitive.

Cable’s Steep decline and Broadcast’s Struggle

Cable networks are experiencing a more precipitous decline than over-the-air channels. Three years prior, cable networks accounted for 35.4% of all U.S. video consumption, compared to 26% for broadcast. In February 2025, cable hit an all-time low at 23.2%, a staggering 12.2 percentage point difference from February 2022. Broadcast also slid,reaching 21.2%, down 4.8 points.

This decline can be attributed to several factors, including the rising cost of cable subscriptions, the convenience of streaming, and the increasing availability of high-quality original content on streaming platforms.such as, a typical cable package in the U.S. can cost upwards of $100 per month, while streaming services like Netflix and Hulu offer more affordable options.

The shift is also fueled by the changing viewing habits of Americans. With the rise of binge-watching and on-demand content, viewers are no longer tied to the traditional broadcast schedule. They can watch what they want, when they want, and where they want, thanks to the adaptability of streaming services.

YouTube and Netflix Lead the Streaming Pack

The shift away from traditional TV has largely benefited streaming giants like YouTube and Netflix. In February 2025, YouTube accounted for an notable 11.6% of all consumption, making it the top streaming platform. Netflix followed closely behind at 8.2%, while Disney+ (4.8%) and Amazon Prime Video (3.5%) lagged somewhat behind.

Combined, YouTube and Netflix now command 19.8% of the market,positioning them within striking distance of the broadcast networks. This underscores the growing power of these platforms and their ability to capture the attention of American viewers.

Other notable players in the streaming landscape include Roku (2.1%), tubi (2%),and Peacock (1.5%). Paramount+ (1.3%), Max (1.2%), and Pluto TV (1%) round out the list, each vying for a piece of the streaming pie.

the success of YouTube can be attributed to it’s vast library of user-generated content, music videos, and live streams. Netflix, on the other hand, has invested heavily in original programming, producing hit shows like “Stranger Things,” “The Crown,” and “Bridgerton” that have captivated audiences worldwide.

The competition among streaming services is fierce, with each platform vying for subscribers by offering a unique mix of content, pricing, and features. This competition is ultimately benefiting consumers, who now have more choices than ever before when it comes to video entertainment.

Super Bowl LIX boosts Tubi’s Numbers

Tubi experienced a significant surge in viewership during super Bowl LIX, capturing one-third of all streaming usage on Super Sunday. This translated to an audience nearly 16 times larger than its January 2025 average. According to Nielsen, viewers who watched the Eagles’ victory over the Chiefs on Tubi were 38% more likely to be in the coveted 18-34 demographic than the total-game average.

This highlights the power of live sports to drive viewership and the growing importance of streaming platforms in delivering these events to audiences.As more sports leagues and organizations partner with streaming services, this trend is highly likely to continue.

The Super Bowl is a prime example of how streaming services are increasingly becoming a destination for live events. With the ability to reach a large audience and offer interactive features, streaming platforms are well-positioned to capitalize on the growing demand for live sports and other events.

Broadcast Highlights: SNL, Grammys, and Hockey

Despite the overall decline in traditional TV viewership, there were still some bright spots for broadcast in February 2025.The Saturday Night live 50th anniversary Special on NBC drew 16.5 million viewers, while the Grammys on CBS attracted 16.2 million.these events demonstrate the enduring appeal of live programming and the ability of broadcast networks to still capture large audiences.

On the cable front, the championship game of the NHL’s 4 Nations Face-Off between the U.S. and canada drew 9.25 million viewers on ESPN, making it the month’s biggest cable audience. This underscores the continued popularity of hockey in the U.S. and the importance of sports programming.

These examples show that while traditional TV is losing ground to streaming, it still has the power to attract large audiences for certain types of programming.Live events, such as sports and awards shows, continue to be a major draw for broadcast and cable networks.

The future of Television: A hybrid Approach?

the future of television is likely to be a hybrid approach, with viewers consuming content from a variety of sources, including traditional TV, streaming services, and social media platforms. The key for media companies will be to adapt to these changing viewing habits and offer content that is both engaging and accessible.

One potential model is the “skinny bundle,” which offers a smaller selection of channels at a lower price point than traditional cable packages. These bundles are frequently enough offered by streaming services and can be a more affordable option for viewers who don’t want to pay for hundreds of channels they don’t watch.

Another trend to watch is the rise of FAST (Free Ad-Supported Streaming Television) services, which offer free content supported by advertising. These services are becoming increasingly popular, especially among price-sensitive viewers who are willing to watch ads in exchange for free content.

Ultimately, the future of television will depend on the ability of media companies to adapt to the changing needs and preferences of viewers. Those who can offer compelling content, flexible viewing options, and affordable pricing will be best positioned to succeed in the new media landscape.

Potential Counterarguments and Considerations

While streaming is undoubtedly on the rise, it’s significant to consider some potential counterarguments and considerations. Such as, some viewers may still prefer the simplicity and reliability of traditional TV, especially older demographics who are less tech-savvy.

Additionally, the cost of subscribing to multiple streaming services can quickly add up, possibly exceeding the cost of a traditional cable package. This coudl lead some viewers to reconsider their cord-cutting decisions and return to traditional TV.

the quality of streaming services can vary depending on internet speed and bandwidth. Viewers in rural areas or those with slower internet connections may experience buffering or other technical issues that detract from the viewing experience.

Practical Applications and Implications

The shift to streaming has significant implications for media companies, advertisers, and consumers. Media companies need to invest in original content and develop new distribution strategies to compete in the streaming era. Advertisers need to find new ways to reach viewers who are increasingly watching content on-demand and skipping commercials.

Consumers need to be aware of the changing media landscape and make informed decisions about their viewing habits. This includes considering the cost of different options, the availability of content, and the quality of the viewing experience.

For businesses, understanding these trends is crucial for marketing and advertising strategies.Reaching consumers now requires a multi-faceted approach that includes digital advertising, social media marketing, and partnerships with streaming services.

Recent Developments and Future Trends

The streaming landscape is constantly evolving, with new services and features being introduced all the time. One recent advancement is the rise of live sports streaming, with major leagues and organizations partnering with streaming services to broadcast games and events.

Another trend to watch is the increasing personalization of streaming services, with platforms using data and algorithms to recommend content that is tailored to individual viewers’ preferences.

Looking ahead, the future of streaming is likely to be even more interactive and immersive, with features such as virtual reality and augmented reality being integrated into the viewing experience.

The integration of AI is also expected to play a significant role, with AI-powered proposal engines and personalized content delivery becoming increasingly sophisticated.

Is Streaming King Now? Expert Unpacks Television’s Dramatic shift & What It Means for You

The video above provides further insights into the dramatic shift in television viewing habits and what it means for consumers. Experts discuss the challenges and opportunities facing the television industry in the coming years, offering valuable perspectives on the future of entertainment.

As Dr. Reed notes,”It’s an exciting time to be involved in media—a real time of transformation.” This transformation requires media companies and platforms to adapt or risk decline. Value and high-quality programming are paramount for attracting and retaining audiences in this evolving landscape.