Streaming TV services now lead the current wave of growth, pushing cable and over-the-air TV closer to obsolescence.
Yes, there are still viewers who cling to traditional cable television. Some even prefer its ease and simplicity to the multiple remote controls and different streaming services. Still, cable TV growth peaked long ago and has been in steady decline.
According to Nielsen’s The Gauge May 2025 report, streaming captured its largest share of TV viewership to date at 44.8%, surpassing the combined 44.2% share of cable (24.1%) and broadcast (20.1%).
Cable TV Companies Can Pivot to Streaming
Cable TV providers have steadily lost market share over the past two decades, and efforts to reverse this trend have largely been unsuccessful.
