Nielsen announced that streaming services surpassed cable and broadcast television combined for the first time in viewing hours last month. Streaming platforms captured 45% of total viewing time nationally, while cable and broadcast television accounted for 44% combined.
The milestone represents a significant shift in viewing patterns. While streaming has outpaced cable alone since late 2022, this marks the first instance where streaming hours exceeded both traditional television formats together.
The data reveals an unexpected demographic driving this change. Older viewers, rather than younger cord-cutters, are increasingly adopting streaming platforms, according to the report first detailed by The New York Times.
These older demographics aren’t flocking to premium services like Netflix or HBO.
Instead, they’re gravitating toward free streaming platforms such as Tubi. The platform houses extensive libraries of classic television content, including series like Kojak, Murder, She Wrote, Gilligan’s Island, and I Dream of Jeannie in its dedicated Nostalgia TV section.
Older viewers watch a lot of television, more than any other cohort — one-third of all viewing comes from this group. And they have been moving to streaming in droves in the last few years — particularly to platforms that are free and require no subscription.
The report notes that viewers over 65 represent the fastest-growing demographic for watching YouTube on television sets since 2023.
## Content Quality Drives Migration
The shift reflects more than cost considerations — it’s a quality issue. Premium television content now debuts almost exclusively on streaming platforms rather than traditional networks.
Series like Succession, Hacks, Ted Lasso, and The Handmaid’s Tale represent the current landscape. This contrasts with previous decades when shows like Mad Men and Breaking Bad premiered on cable before moving to streaming platforms.
Streaming services offer creators greater artistic freedom and budget flexibility. Apple reportedly spent over $20 million per episode on Severance season two, while Netflix invested nearly $30 million per episode for Stranger Things season four.
Traditional networks face budget constraints as viewership declines. The justification for massive expenditures becomes harder when audiences migrate elsewhere.
Cable networks like USA, TBS, and MTV have dramatically reduced original programming investments. Media executives are redirecting budgets toward their streaming divisions instead.
## Traditional Television’s Decline
Cable television viewership has dropped nearly 40% over the past five years. Networks that once produced acclaimed series like Burn Notice and Mr. Robot now rely heavily on repetitive programming.
MTV exemplifies this shift, airing Ridiculousness episodes continuously with occasional breaks for reality programming like Teen Mom 2 and Jersey Shore spinoffs.
However, traditional television retains advantages in live sports broadcasting and still commands significant market share at 44% combined.
The streaming market breakdown shows YouTube leading with 12.5% share, followed by Netflix at 7.5%, and Disney+ at 5%. Paramount+, Amazon Prime Video, and Tubi occupy the 2.2% to 3.5% range, while Peacock holds 1.4%.
This transition has been building for years. Cable subscription rates began declining in 2018, accelerating alongside growing cord-cutting trends that have culminated in this historic viewing milestone.
