Observed Signal · Jul 22, 2025 · Measurement · Source: State of Streaming · Impact: 4/5 · Sentiment: Positive
Streaming Commands 46% of U.S. TV Usage
Nielsen’s monthly Gauge report shows streaming platforms captured a record 46% of U.S. television usage in June 2025, while broadcast TV’s share dropped below 20% for the first time. The shift was driven primarily by younger viewers—ages 6–17—who spent two-thirds of their TV time on streaming and increased total screen time by 27% in June. Netflix saw a more than 13% month-over-month viewing increase, with originals like Ginny & Georgia logging roughly 9 billion viewing minutes. The article frames the data as a structural change in the media landscape, noting legacy broadcast programs are losing key 18–49 audiences and that Netflix is accelerating its ad-revenue expansion plans.
Nielsen measurement shows a structural shift of audience share from broadcast to streaming, directly affecting where TV ad impressions and budgets will flow and accelerating investment in CTV ad technologies and platform monetization.
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Key Takeaways & Evidence Grounding
- Nielsen’s Gauge report: streaming platforms accounted for 46% of all U.S. television usage (June 2025).
- Broadcast TV’s share fell below 20% of U.S. television usage for the first time on record.
- Viewers aged 6–17 spent two-thirds of their TV time on streaming and increased total screen time by 27% in June.
- Netflix posted over a 13% monthly viewing increase; Ginny & Georgia amassed nearly 9 billion viewing minutes.
- Netflix is pursuing a plan to double its advertising revenue in 2025, fueled by increased streaming viewership.
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Streaming Made Up 48.6% of TV Viewing in May 2026
Nielsen's The Gauge reports that streaming accounted for 48.6% of all TV viewing in May 2026, exceeding combined cable (20.4%) and broadcast (19.2%). Nielsen's service-level breakdown shows YouTube at 13.8%, Netflix at 8.0%, Disney services at 4.9%, Prime Video at 4.5%, The Roku Channel at 3.1%, Tubi at 2.3%, Paramount services at 2.3%, Peacock at 1.8%, Warner Bros. Discovery services at 1.5%, and 6.6% from other services. Nielsen noted this was YouTube's highest monthly share and reported a month-over-month increase for Prime Video, which Nielsen attributes to events including The Boys finale, NBA and WNBA games, and two NASCAR races. Nielsen also said typical seasonal declines affected broadcast and cable viewing while sports drove a small uptick.
Broadcast Viewership Rises as Cable Falls to 20%
Nielsen Gauge data compiled by the TV Grim Reaper and reported by Cord Cutters News (April 26, 2026) shows a material shift in U.S. TV consumption in 2026: cable viewership declined while streaming grew and broadcast networks saw modest gains. Cable fell to just 20% of total viewership, streaming reached 48%, and broadcast TV accounted for 21.7%. Year-over-year changes include a 3.2% decline for cable, a 4.5% increase for streaming, and a 0.5% increase for broadcast networks (ABC, CBS, FOX, NBC). The article links audience migration to sports and premium entertainment moving to streaming paywalls, and notes implications for advertisers and network programming strategies.
Netflix Orders New Bridgerton Spinoff About Violet
Netflix has ordered a new Bridgerton spinoff series focusing on the matriarch Violet Bridgerton and her romance with Viscount Edmund Bridgerton. The announcement was made via the official Bridgerton Instagram account. Shonda Rhimes will executive produce, co-write, and showrun alongside Nicholas Nardini. The series does not yet have a title. Existing seasons 1-4 of Bridgerton and the first spinoff 'Queen Charlotte: A Bridgerton Story' are currently streaming on Netflix. Season 5, centered on Francesca Bridgerton and Michaela Stirling, is in production.
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