In recent years, the landscape of TV viewing has undergone a significant transformation. In 2025, streaming edged out linear TV (broadcast + cable) by a small margin. According to the latest data, linear TV accounts for 43.7% of monthly viewing, while streaming has captured 46.7%. This shift marks a pivotal moment in how audiences consume television content. For media professionals, it’s important to remember that there is still a place for both linear and streaming channels as we move into 2026.
Linear TV: Still Holding Ground
Despite the rise of streaming, linear TV continues to hold a substantial share of the market at 43.7%. Appointment viewing remains a key aspect of linear TV, with local news, first-run prime shows, specials, and live sports drawing significant audiences. As an example, while cable typically edges out broadcast viewing, broadcast has had the edge during the latter part of 2025, due to a surge in viewing for MLB playoffs, NFL, and college football airing on the major broadcast networks.
For advertisers, linear TV is still the best option for broad reach KPIs and campaign goals focused on reaching larger audiences across multiple demographics.
Streaming TV: On the Rise
Streaming TV has emerged as the single largest share of monthly viewing among streaming, broadcast, and cable with 46.7%. Since early 2024, streaming has consistently been increasing in share. The popularity of binge-watching and on-demand programming has contributed to this growth. In addition, select specials/sports are now also available on streaming services, including the NFL, causing a slight surge in viewership during the fall months.
For advertisers, streaming TV is particularly effective for KPIs based on targeting specific demographics, behaviors and/or geos.
A Place for Both
While we see streaming continue to grow, the future of TV viewing will likely continue to see a blend of both linear and streaming options, providing a diverse range of content for viewers. Each has its strengths and caters to different audience preferences. Therefore, the combination of linear and streaming as part of a TV buy provides an ideal mix of broad reach and audience targeting, and each has a place based on specific campaign goals.
Source: Nielsen Nov 2025