The May figures represent a 71% increase in streaming's market share over the past four years, while cable and broadcast declined 39% and 21% respectively during the same period1. Nielsen CEO Karthik Rao called the timing "fitting," noting it coincides with the four-year anniversary of the company's Gauge measurement system1.

"It's also a credit to media companies, who have deftly adapted their programming strategies to meet their viewers where they are watching TV — whether it's on streaming or linear platforms," Rao said in a statement1.

YouTube maintained its position as the dominant streaming platform for the fourth consecutive month, capturing a record 12.5% share of all TV viewing in May — an increase of more than 120% since 202112. Netflix followed in second place with 7.5%, while Disney's combined streaming offerings including Hulu, Disney+ and ESPN+ took third with 5%12.

Amazon Prime Video secured 3.5% of viewership, followed by The Roku Channel at 2.5%1. The fragmented streaming landscape reflects how viewers now juggle an average of 13 different entertainment sources, according to Hub Entertainment Research3.

Nielsen cautioned that streaming's dominance may prove temporary as seasonal programming returns. "This trend could continue into the summer months, but the balance will likely shift back — at least temporarily — as football kicks off and a new broadcast season returns," the firm said1.

The streaming surge comes as platforms increasingly embrace advertising-supported tiers to attract cost-conscious consumers23. Netflix's ad-supported plans drove explosive growth, prompting competitors like Amazon Prime and Max to introduce similar offerings2.

Industry observers expect the shift toward streaming to accelerate with expanded live programming beyond sports, including award shows, concerts and political events moving to streaming-exclusive formats3.