Nielsen has announced its TV viewership statistics for May, revealing a historic shift in audience preferences: for the first time, streaming has outpaced traditional broadcast and cable television combined, largely fueled by YouTube’s popularity.
In May, broadcast TV captured only 20.1 percent and cable TV 24.1 percent of U.S. viewership, totaling 44.2 percent of the market. Conversely, streaming services saw a slight increase, with their share rising to 44.8 percent, up by 0.5 percent from April. YouTube stands out as the dominant player in the streaming sector, claiming 12.5 percent of overall television viewership, significantly surpassing Netflix, which holds a 7.5 percent share, and Disney at 5 percent. Notably, when broken down, YouTube ranks third in total television viewing, trailing only traditional cable and broadcast networks.
This growth marks YouTube’s fourth consecutive month of increases, with a rise of 0.1 percent from April and a notable gain of 1.7 percent since January. The platform’s appeal is particularly strong among younger viewers who prefer creator-driven content as opposed to the conventional formats offered by traditional media and competing streaming platforms, which sheds light on Google’s ongoing challenges with ad blockers on YouTube.
In addition to YouTube’s success, other free streaming platforms have also gained ground. While Netflix and Disney+ remain in second and third place among streaming services, respectively, free ad-supported television (FAST) options like the Roku Channel and Tubi have each garnered over 2 percent of viewership. Competitors like Paramount’s Pluto TV are also making headway in the crowded landscape.
Overall, streaming usage has skyrocketed by 71 percent since Nielsen began tracking viewership data four years ago, when streaming accounted for less than one-fourth of total television consumption in the U.S. This significant evolution in viewer habits suggests a pivotal moment in the entertainment industry.
For those among the nearly 45 percent now consuming content through streaming, what have you been watching lately?