Streaming Hits Record High with US Viewers: Broadband TV News

Streaming is taking over the TV landscape in the US! According to the latest report from Nielsen’s The Gauge for July 2025, streaming accounted for a whopping 47.3% of all TV viewing, up from 46% in June. That’s a significant increase!

YouTube led the pack with 13.4% of total viewing, closely followed by Netflix at 8.8%. The new season of Squid Game on Netflix garnered an impressive 5.4 billion viewing minutes, boosting its numbers. Peacock also saw success, tying its non-Olympic record with 1.6% share, thanks to Love Island USA’s 5.3 billion viewing minutes.

Not to be left behind, The Roku Channel saw the biggest monthly jump, increasing by 7.5% to reach a 2.8% share. On the other hand, traditional broadcast TV saw a slight dip to 18.4%, with ABC World News Tonight dominating the top 20 telecasts.

Cable TV didn’t fare as well, dropping to 22.2%, with declines in news (-11%) and sports (-17%). However, the MLB Home Run Derby on ESPN managed to draw in 5.3 million viewers, providing a bright spot in the midst of the decline.

When you combine broadcast and cable shares, the total comes to 40.6%. But streaming outpaced linear TV by almost 7 percentage points, marking the largest gap to date. Looks like streaming is here to stay!