Nielsen Reports Streaming Dominance in July 2025, Outpacing Broadcast and Cable

What's Happening?

Nielsen's Media Distributor Gauge for July 2025 indicates that streaming services continue to dominate TV viewing, accounting for 47.3% of usage, a 1.3% increase from June. This growth is attributed to the summer holiday period when schools are closed, increasing home presence and streaming consumption. Broadcast and cable segments saw declines, with cable experiencing a sharper drop due to a lack of original programming and sports. Broadcast maintained its position with a slight dip, aided by increased news viewing. Streaming platforms like YouTube and Netflix showed significant growth, while others like Disney+ and Amazon Prime Video experienced varied changes.

Why It's Important?

The shift towards streaming reflects changing consumer preferences and the impact of seasonal factors on media consumption. As streaming edges closer to capturing 50% of all TV viewing, traditional broadcast and cable networks face challenges in retaining audiences. This trend underscores the need for these networks to innovate and adapt to the digital landscape. The data also highlights the competitive dynamics among streaming services, with platforms vying for viewer attention and market share.