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Streaming captures 44.8% of TV usage, Nielsen reports

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YouTube leads streaming services with 12.5% of TV viewing

share

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Broadcast accounts for 20% of viewership, cable for 24%

LOS ANGELES, June 17 (Reuters) - Streaming services,

which have been steadily gaining in popularity, have finally

dethroned broadcast and cable television in the U.S., winning

more viewers in May than broadcast and cable combined, audience

measurement firm Nielsen reported on Tuesday.

Nielsen, in its monthly report The Gauge, said streaming

captured 44.8% of total TV usage in the U.S. in May,

highlighting the growing dominance of streaming platforms like

YouTube and Netflix ( NFLX ) over the past four years.

Google's YouTube alone accounted for 12.5% of all

television viewing in May, representing the largest audience

share for a streaming service. Free ad-supported streaming

services, such as Paramount Global's ( PARAA ) PlutoTV, Roku

Channel and Fox's Tubi, also have gained

popularity, collectively capturing 5.7% of TV viewership,

Nielsen reported.

Broadcast accounted for 20% of TV viewership in May, while

cable accounted for 24%, Nielsen said.

The rise of streaming, which received a big boost during the

COVID pandemic when people were forced to seek entertainment at

home, reflects the broader transformation in media consumption,

as viewers increasingly favor on-demand content over traditional

TV schedules. The trend is reshaping the television landscape,

with implications for advertisers and content creators alike.

(Editing by Leslie Adler)