Streaming Nearly Half Of U.S. TV Viewing In May As YouTube Sets Record

Streaming services accounted for 48.6% of television viewing in the United States in May, putting internet-based viewing within reach of half of all TV time and further widening the gap with traditional broadcast and cable television, according to Nielsen's latest The Gauge report.

The May figures show streaming's growing importance in the U.S. television market. Broadcast television represented 19.2% of viewing, while cable accounted for 20.4%, meaning the two traditional categories combined for 39.6% of TV viewing during the month.

YouTube was the leading individual media distributor, reaching a record 13.8% of total television viewing, according to Nielsen data. Netflix followed with an 8.0% share, while Disney's services, including Disney+, Hulu and ESPN+, accounted for 4.9%. Prime Video captured 4.5%.

The figures illustrate how the meaning of "watching TV" has changed. Rather than relying mainly on broadcast networks or cable channels, viewers are increasingly spending television time on internet-delivered services and platforms.

That shift does not mean traditional television has disappeared. Cable represented 20.4% of viewing in May and received support from sports, including the NBA playoffs. Broadcast sports viewing also increased 3% from the previous month, although broadcast drama and sitcom viewing declined as the traditional television season moved toward its summer break.

Sports also helped some streaming services. Prime Video benefited from the finale of The Boys, as well as coverage and programming associated with basketball, women's basketball and NASCAR, according to reporting on the Nielsen data.

Among streaming services, Netflix was helped by the acquired series La Brea, which generated more than 4 billion viewing minutes in May. Paramount's streaming services also recorded a 7% monthly increase, driven in part by the launch of Dutton Ranch and library programming such as SpongeBob SquarePants.

For viewers unfamiliar with The Gauge, Nielsen describes it as a monthly snapshot of U.S. television consumption across major delivery platforms. The measure is designed to show how Americans divide their television time rather than simply ranking individual programs. Nielsen's page reports the monthly platform figures for people aged 2 and older over the total day.

The May results point to a television market in which streaming is no longer simply an alternative to traditional TV. It is approaching half of all television viewing, with YouTube emerging as an especially powerful part of that shift.