Streaming Takes the TV Crown, What It Means for Broadcast Radio
In a significant transformation of the media landscape, the newest “The Gauge” report from Nielsen for May 2025 indicates that streaming has, for the first time, surpassed the total audience of both broadcast and cable television. This landmark event shows streaming capturing 44.8% of overall TV viewership, while broadcast holds 20.1% and cable accounts for 24.1%, leading to a combined total of 44.2%. This marks a pivotal shift in American content consumption habits. This isn’t merely a seasonal downturn for conventional TV; since the inception of “The Gauge” four years ago, streaming has experienced an impressive growth of 71%, whereas broadcast has seen a 21% drop and cable has decreased by 39%. The conclusion is unmistakable: the future of content consumption is becoming more digital, on-demand, and tailored to individual preferences.
Key Insights:
1. Streaming’s Unstoppable Ascent:
The prominence of streaming is not just a prediction; it is now a reality. With a 44.8% share, this is a record high, reflecting a continued and rapid shift in viewer preferences.
2. YouTube Leads the Pack:
Among various streaming platforms, YouTube (excluding YouTube TV) is demonstrating remarkable growth, accounting for 12.5% of all TV viewing in May—its highest share ever, making it the leading player among streamers.
3. FAST Services on the Rise:
Free Ad-Supported Streaming Television (FAST) platforms like Pluto TV, The Roku Channel, and Tubi are gaining considerable popularity, together making up 5.7% of total TV viewing in May, a share that surpasses any single broadcast network. This trend highlights the increasing consumer demand for free, ad-supported streaming options.
4. Traditional TV’s Resilience (with caveats):
Despite notable declines, both broadcast and cable TV show some resilience, especially during live events like sports and news. This indicates the lasting appeal of shared, real-time viewing experiences.
5. Ad-Supported Models Are Critical:
The growth of FAST services alongside the rising acceptance of ad-supported tiers across nearly all subscription streaming platforms shows that consumers are generally open to advertisements in exchange for content, creating new opportunities for advertisers.
Implications for the Broadcast Radio Industry:
While Nielsen’s “The Gauge” focuses on television viewing habits, the trends identified provide significant insights for the broadcast radio sector:
1. Reinforces the “Anywhere, Anytime” Imperative:
As TV viewers increasingly gravitate towards on-demand streaming, audio listeners are also seeking similar flexibility. Broadcast radio must enhance its digital footprint by providing live streams, popular show podcasts, and on-demand content to cater to changing listening preferences. The competition now includes every audio source easily accessible to listeners.
2. Highlighting Radio’s Unique Strengths:
The resilience seen in live events and news for traditional TV mirrors opportunities for broadcast radio. Areas such as local news, community involvement, live sports commentary, and personality-driven content remain strengths where radio can differentiate itself from purely on-demand music streaming platforms. Emphasizing these unique, live, and local connections is crucial.
3. The Power of Ad-Supported Models:
The triumph of ad-supported streaming TV reinforces the established model of broadcast radio. It is clear that consumers are comfortable with advertising as part of their content consumption, bolstering broadcast radio’s appeal to advertisers aiming to connect with engaged audiences in a familiar advertising context.
4. Embrace Podcasting and Digital Audio:
The increasing popularity of spoken-word audio, especially podcasts, as indicated by other Edison Research reports, aligns with the trends in streaming TV. Radio broadcasters with strong on-air personalities have a natural edge in creating engaging podcast content, extending their reach beyond traditional broadcasting. This approach should be seen as an integrated strategy rather than a separate endeavor.
5. Data-Driven Advertising is Key:
The evolving media landscape requires advanced audience measurement and targeting strategies. Broadcast radio, similarly to its television counterparts, must harness robust data to showcase ROI and deliver precise audience segments for advertisers, whether through traditional ad spots or integrated digital audio initiatives.
6. In-Car Dominance Remains a Forte (for now):
Although this specific “Gauge” report does not address it, previous data consistently highlights broadcast radio’s strong in-car listenership. This remains a vital area, but the growing incorporation of connected car technology and in-dash streaming capabilities necessitates innovation from radio to sustain this advantage.
In summary, Nielsen’s latest “The Gauge” report serves as a compelling reminder that the media ecosystem is perpetually evolving. For broadcast radio, this isn’t a sign of impending doom but a prompt for action: to continue innovating, embrace digital distribution, leverage unique local strengths, and confidently communicate the lasting value of ad-supported audio in an increasingly on-demand world.