Streaming Hits 46% as Broadcast Dips Below 20%

Broadcast television viewership in the U.S. dropped below 20% of total TV usage for the first time ever in June 2025, while streaming platforms captured a record 46% share, according to Nielsen data. Netflix led this surge with a 13.5% jump in viewership, boosted by popular originals like 'Ginny & Georgia,' 'Squid Game,' and the newly popular film 'Brick.' Peacock also saw record engagement, with 'Love Island' becoming its most-watched series. The shift in viewing habits was driven in large part by younger audiences, particularly as the school year ended. Cable TV continued its gradual decline, now trailing even cable news in primetime. Analysts suggest that while traditional TV could regain some viewers during fall sports and scripted series premieres, the industry has reached a decisive turning point toward streaming.