Streaming has overtaken traditional TV in viewership, raising new questions about the future of campaign media strategy.
What to Know:
Streaming is now the most dominant format in television consumption in the United States. According to new data from Nielsen’s May 2025 The Gauge report, streaming platforms officially surpassed both broadcast and cable television combined for the first time.
Streaming topped TV at 44.8% in May 2025. Source: Nielsen
Streaming accounted for 44.8% of total TV usage in May, outpacing the combined 44.2% share held by broadcast and cable. The provided text highlights that a recent media milestone signifies a fundamental shift in American content consumption habits. For political campaigns, this raises pressing questions about media strategy, budget allocation, and voter engagement ahead of the 2026 midterms and the 2028 presidential election.
The data shows a steady, multi-year trend: streaming continues to gain ground, while traditional television declines. Since May 2021, streaming viewership has increased by 71%. In the same period, cable dropped 39%, and broadcast fell 21%.
Data source: Nielsen
Streaming platforms are experiencing significant growth, aligning with current changes in TV usage. YouTube, specifically excluding YouTube TV, now holds the largest share among individual services, accounting for 12.5% of total TV usage. Netflix, meanwhile, has maintained its lead among subscription services and has seen a 27% rise in viewership since 2021.
YouTube leads all streaming platforms at 12.5% of TV usage. Nielsen
Free ad-supported services (FAST platforms) like PlutoTV, Roku Channel, and Tubi collectively make up 5.7% of total TV viewership. This figure is larger than any single broadcast network's share, a notable development given that these services offer viewers free content supported by advertising—something that may be increasingly attractive amid rising subscription fatigue and economic uncertainty.
Data source: Nielsen
Nielsen attributes this shift not only to technological evolution but also to strategic content placement by media companies. From live sports simulcasts to exclusive content drops, major networks are increasingly making their programming available on both linear and digital platforms. For example, the Super Bowl and the 2024 Olympics were simultaneously broadcast on TV and streamed on platforms like Peacock and Tubi, broadening access and encouraging dual-platform engagement.
As more Americans transition to streaming, campaigns that rely solely or predominantly on traditional media run the risk of missing large portions of the electorate. This includes not just young voters but also increasingly diverse households who consume media in different ways. For campaigns focused on turnout operations, policy education, or persuasion, the costs of missed engagement may be significant.
The issue is not that broadcast and cable are irrelevant. These formats still maintain significant reach, especially in older demographics and rural areas with more limited broadband access. However, the data indicates that they no longer dominate the media landscape. The one-size-fits-all approach to television advertising may no longer be sufficient.
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What Does It Look Like For Your Campaign? If your campaign is still centered on broadcast and cable television, you may be missing key parts of the electorate. Streaming platforms are now used by a wide range of voters, including younger adults, multilingual households, and working families who no longer watch scheduled TV. Relying too heavily on traditional media could result in lower visibility where it matters most. For campaigns focused on voter turnout, this shift means fewer chances to connect with people who are less likely to see conventional ads. For campaigns focused on persuasion, it may mean missing the chance to tell your story through more engaging formats that match how people now consume content. Streaming platforms also present an opportunity for smaller campaigns. Ads can be placed more affordably and targeted more precisely, which allows campaigns with limited budgets to compete more effectively. In many cases, advertising through streaming may stretch your media budget further than broadcast would. Given these shifts, campaigns must reassess their media strategies. For effective outreach in 2026 and beyond, it will be crucial to understand voter viewing habits and how to engage them across various platforms. |
More than just a media milestone, the rise of streaming marks a turning point for political campaigns. As streaming surpasses the combined viewership of cable and broadcast TV, the traditional definition of “television” is becoming obsolete. With platforms like Hulu, YouTube, and FAST services expected to dominate more than half of total viewership by 2026, campaigns can no longer afford to treat digital as an afterthought.
Instead, they must rethink their entire media strategy, embracing short-form content, interactive formats, and connected TV buys that meet voters where they already are. This transition isn’t just about placement; it requires new infrastructure, digital fluency, and creative adaptation. The media landscape has shifted, and campaigns must adapt.
Those that invest early in cross-platform capabilities and modern content creation will be better equipped to engage crucial demographics, such as younger and swing voters. Conversely, campaigns that cling to legacy models risk being left behind.