Streaming platforms now command a record 46% of all U.S. television usage, while broadcast TV’s share fell below the 20% threshold for the first time ever, according to Nielsen’s latest monthly “Gauge” report. The historic shift cements streaming as the undisputed leader in home entertainment, driven by a seasonal youth surge and Netflix’s content machine.
The kids are not alright: The seismic shift is being driven by younger audiences, who, free for the summer, now effectively live on streaming. Viewers aged 6-to-17 spent two-thirds of their TV time on streaming platforms, boosting their total screen time by 27 percent in June.
The Netflix effect: Netflix was the primary beneficiary, posting a more than 13% monthly viewing increase. Its fire hose of content was on full display, with original series like Ginny & Georgia racking up nearly 9 billion viewing minutes and the “Netflix Effect” breathing new life into acquired shows.
Hollowed out from within: The problem for the networks runs deeper than a summer slump, as the broadcast model is being hollowed out from within. A top-rated show like ABC’s High Potential now finds the majority of its coveted 18-49 audience on streaming services, leaving its own network behind.
The new reality: Even with appointment viewing like live sports, legacy television can no longer compete with the on-demand tide. The data shows this isn’t just a trend—it’s the new baseline for a media landscape that has fundamentally and permanently changed. The numbers have real-world consequences, with even top-rated shows like The Late Show with Stephen Colbert getting canceled over profitability concerns in a changing landscape. While Netflix’s original hits drove June’s numbers, a look at the first half of 2025 shows that library “comfort” shows like Bluey and Grey’s Anatomy are the real titans of viewing minutes. All this viewership is fueling Netflix’s ambition to double its advertising revenue in 2025 as it builds out its ad-tech partnerships.
