Streaming dominates US viewing, according to the July 2025 edition of Nielsen’s The Gauge, which tracks US TV consumption across platforms.
Streaming hit a record high, accounting for 47.3% of all TV viewing—up from 46% in June. YouTube led with 13.4% of total viewing, followed by Netflix at 8.8%, boosted by the new season of Squid Game (5.4 billion viewing minutes).
Peacock tied its non-Olympic record at 1.6%, thanks to Love Island USA (5.3 billion viewing minutes). The Roku Channel saw the biggest monthly jump: up 7.5% to 2.8% share.
Broadcast TV dipped slightly to 18.4%, though ABC World News Tonight dominated with 19 of the top 20 telecasts.
Cable TV fell to 22.2%, hit by summer slumps in news (-11%) and sports (-17%). The MLB Home Run Derby on ESPN was a rare bright spot with 5.3 million viewers2.
Combined broadcast + cable share nhow totals 40.6%. Streaming outpaced linear TV by nearly 7 percentage points, marking the widest gap to date.
