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Streaming has become a major way Americans watch television, but it has not simply erased broadcast and cable. In May 2025, streaming accounted for 44.8% of U.S. TV viewing on television screens, just ahead of broadcast and cable combined at 44.2%. That was a measure of viewing time during one month—not the share of households with a subscription—and many people still use streaming alongside traditional TV.
What the U.S. viewing shift actually shows
Nielsen’s monthly Gauge measures television-screen viewing across broadcast, cable and streaming. Its May 2025 interval ran from April 28 through May 25. Streaming reached 44.8% of measured TV use in that interval, while broadcast and cable together accounted for 44.2%. The figures describe how viewing time was divided, not how many households subscribed to each kind of service. Nielsen’s Gauge also cautions that seasonal viewing patterns can affect the balance.
Over Nielsen’s May 2021-to-May 2025 comparison, streaming usage rose 71%, while broadcast viewing fell 21% and cable viewing fell 39%. These are changes in Nielsen’s TV-use measures, not household adoption rates. Nielsen has described the May 2025 crossover as potentially temporary, citing factors such as football and the return of the broadcast season; it should be read as a milestone, not a guaranteed permanent turning point. In April 2025, streaming had represented 44.3% of U.S. TV viewing, another indication that the shares can move from month to month. Nielsen’s May 2025 report
Streaming, cable or both? Household use tells a different story
A survey of U.S. adults by Pew Research Center, published July 1, 2025, found that 83% said they watch streaming services, while 36% said they currently subscribe to cable or satellite at home. Those figures can overlap: 28% said they both subscribe to pay TV and use streaming, while 55% stream without a cable or satellite subscription. These are self-reported adult responses, not metered viewing shares or a count of exclusive household setups. Pew Research Center’s survey
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The distinction matters when asking whether streaming is replacing cable. Streaming has expanded substantially, but a large group combines it with pay TV, and some viewers continue to rely on traditional services. The figures support a shift toward more internet-delivered viewing—not a claim that every household has dropped cable or satellite.
Paid subscriptions and free streaming coexist
Streaming is a delivery method, not a single kind of business model. Subscription video-on-demand services such as Netflix and Hulu charge for access, while free, ad-supported services such as Tubi and Pluto offer programming without a subscription fee. Nielsen identifies both types in its description of streaming measurement. Nielsen’s streaming ratings overview
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That mix gives viewers options, but it also spreads programs across services and formats. Companies may distribute programming on both linear television and streaming, and a title may be available in more than one place. As a result, the change is not simply from channels to one on-demand library: viewers increasingly navigate a set of services, some paid and some supported by advertising.
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Does streaming feel worth the cost?
More access does not mean every viewer thinks subscriptions are good value. In Pew’s 2025 survey, among U.S. adults who use streaming services, 44% said the services were worth the cost, 31% said they were not, and 25% were unsure. The responses show mixed perceptions; they do not establish that streaming is always cheaper or more expensive than cable, since the survey does not provide a like-for-like bill comparison.
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- The Google TV Streamer (4K) delivers your favorite entertainment quickly, easily, and personalized to you[1,2]
- HDMI 2.1 cable required (sold separately)
- See movies and TV shows from all your services right from your home screen[2]; and find new things to watch with tailored recommendations for everyone in your home based on their interests and viewing habits
- Watch live TV and access over 800 free channels from Pluto TV, Tubi, and more[3]; if you find an interesting show or movie on your TV, mobile app, or Google search, you can easily add it to your watchlist, so it’s ready when you are[2]
- Up to 4K HDR with Dolby Vision delivers captivating, true-to-life detail[4]; and you can connect speakers that support Dolby Atmos for more immersive 3D sound
Pew also found that 26% of streaming users reported using a service password from someone outside their household. That result is about reported account use, not a measure of how many subscriptions a household pays for.
Do you need a streaming device for your TV?
Not necessarily. A television with the streaming apps you want can play services through its built-in software. A separate connected device—such as a streaming media player or game console—can provide another route to streaming on a TV. Nielsen’s measurement framework includes both smart-TV apps and connected devices such as Roku, Apple TV and game consoles. Nielsen’s streaming ratings overview
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- If the apps you need are already available on your TV and work well for you, a separate player is optional.
- If your TV lacks an app you want, a compatible connected device may be useful; check the device and service compatibility before buying.
The evidence here does not establish current device specifications or compatibility by TV model, so there is no universal device recommendation.
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What Canada adds to the picture
Canada offers a separate example of how streaming and traditional television can coexist. In a 2026 report drawing on 2025 MTM data, the Canadian Radio-television and Telecommunications Commission (CRTC) said 33% of Canadian households subscribed only to streaming, while 44% subscribed to both traditional television and online audiovisual services. These household subscription categories show that streaming-only homes are significant, but hybrid homes were more common in the reported figures. CRTC Communications Market Reports 2026
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- The newest Fire TV experience (2026) – Our biggest update to Fire TV has a new, modern design that gets you to your entertainment fast. Browse dedicated content categories, pin more of your favorite apps, and get personalized recommendations from Alexa+. Spend less time scrolling, and more time watching.
- Make your TV even smarter – Fire TV gives you instant access to a world of content, tailor-made recommendations, and Alexa, all backed by fast performance.
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The same report found that Canadian broadcasting distribution undertaking revenues declined by an average of 6.1% per year and subscribers by 3.5% per year from 2021 to 2025, while online audiovisual service revenues grew at an average annual rate of 13.6% from 2021. It also reported that traditional-TV time in its cited measurements fell an average of 5.9% annually since 2021, while streaming online services grew 18.4% annually and had stabilized in recent years. These revenue, subscriber and viewing measures describe different things and should not be treated as interchangeable.
CRTC’s streaming-viewing comparison also had a geographic limitation: at the time, video audience measurement activity for streaming services covered Ontario and Quebec’s Francophone markets, not a complete national streaming comparison. Canadian trends therefore should not be substituted for U.S. results or generalized as a worldwide pattern.
The practical change is more choice, not one universal setup
Streaming has made internet-delivered, on-demand viewing a central part of home entertainment, while broadcast and cable remain part of the mix for many people. For viewers, the result can be greater flexibility in when and where to watch, alongside a more fragmented landscape of services and a continuing choice between paid subscriptions, ad-supported viewing and traditional TV. The right setup depends on which programs and services matter to a household; the available evidence does not show that every viewer needs a new device or that streaming is automatically the less expensive option.
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