How Streaming is Transforming Traditional TV Ratings: Trends, Impacts, and Opportunities

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Introduction: The New Era of Television

Television has entered a transformative age. In 2025, the dominance of streaming services has not only redefined how audiences consume content but also fundamentally shifted the landscape of traditional TV ratings. As streaming platforms like YouTube, Netflix, and Disney+ command a growing share of viewership, both broadcasters and advertisers must adapt to new realities. This article explores the impact of streaming on traditional TV ratings and provides actionable guidance for navigating this evolving ecosystem.

The Rise of Streaming: A Shift in Audience Habits

Streaming has reached a historic milestone, accounting for 44.8% of total TV viewership in May 2025 . For the first time, this share surpasses the combined total of both broadcast (20.1%) and cable (24.1%), which now add up to just 44.2% of viewership. This tipping point, confirmed by Nielsen’s The Gauge, highlights the rapid acceleration of streaming usage-a 71% increase since 2021. Meanwhile, broadcast and cable have seen declines of 21% and 39% respectively over the same period [1] [2] [3] .

This shift is not a temporary trend but a full-blown migration. More than 40% of all TV time is now spent on streaming platforms, and the share continues to grow [3] . YouTube leads with 12.5% of TV viewership, while FAST (Free Ad-Supported Streaming TV) channels like Pluto TV, Roku Channel, and Tubi now collectively represent 5.7%-more than any single broadcast network [2] .

The Decline of Traditional TV Ratings

Traditional linear TV, encompassing both broadcast and cable, is experiencing an unprecedented decline in viewership and advertising revenue. In June 2025, linear TV’s monthly share dropped to an all-time low of 18.5%. This erosion is reflected in advertising trends as well, with linear TV ad spending projected to fall by 13% in 2025 to $51 billion [2] . The decline is most pronounced among younger audiences, many of whom have never subscribed to cable at all.

However, traditional TV is not disappearing. It remains relevant for key demographics, especially adults aged 35-64 and fans of live sports. In fact, 72% of adults continue to engage with broadcast and cable TV on a monthly basis, and live events such as sports still drive significant viewership spikes [2] [5] .

Advertising in a Fragmented Landscape

The fragmentation of the TV audience across streaming and traditional platforms is forcing advertisers to rethink their strategies. Connected TV (CTV) now offers precise audience targeting and performance attribution, making it a compelling alternative to linear TV advertising. Schools, brands, and businesses that invest in performance TV are seeing stronger returns on investment and better measurement of their campaigns [3] .

To adapt, advertisers are:

Shifting budgets toward digital and streaming platforms with advanced targeting options.
Leveraging data to track cross-platform viewership and optimize reach.
Experimenting with ad-supported streaming options (FAST) to reach cost-conscious viewers.

For organizations seeking to advertise on streaming platforms, it is advisable to consult directly with major platforms like YouTube, Hulu, or the advertising divisions of Roku and Pluto TV. You can explore advertising options by searching for “YouTube Ads,” “Hulu Advertising,” or “Roku Ad Solutions” on their official websites.

Case Study: Sports and Live Events

Sports viewership illustrates both the resilience and vulnerability of traditional TV. For example, the 2025 NBA Finals averaged 10.2 million viewers, a sharp 46% decline from 2005 highs. Conversely, some events like the Indy 500 and Wimbledon have experienced year-over-year growth, with 7.05 million (up 40%) and 721,000 viewers (up 6%) respectively. Notably, NASCAR’s debut on Prime Video drew 2.16 million viewers, underscoring the migration of live sports to streaming platforms [2] .

For sports leagues, adapting to streaming means negotiating media rights with both traditional networks and digital platforms. Fans looking for specific games should check both network TV schedules and major streaming service listings. Cord-cutters can find guidance by visiting official sports league sites or searching for “streaming options” for the event they wish to watch.

How to Navigate the Changing TV Landscape

Whether you are a content creator, advertiser, or consumer, the evolving TV environment demands adaptation. Here are practical steps and alternative approaches to thrive in the new landscape:

For Advertisers

Evaluate your audience demographics to determine the right mix of linear and streaming ad placements.
Invest in performance TV and connected TV solutions that offer detailed analytics and ROI tracking.
Explore partnerships with emerging FAST channels for cost-effective reach.
Stay informed on streaming trends by regularly reviewing industry data from sources like Nielsen and the Interactive Advertising Bureau (IAB).

For Content Creators and Networks

Distribute content across multiple platforms to maximize exposure.
Consider producing exclusive content for streaming to attract younger audiences.
Maintain a presence on traditional TV to retain older and live-event-focused viewers.

For Consumers

Compare available streaming services based on content libraries, pricing, and supported devices.
Look for bundled deals or ad-supported options for budget-friendly viewing.
For live sports, check both traditional TV listings and major streaming platforms, as availability can vary by event and region.

Potential Challenges and Solutions

Adapting to the streaming era comes with hurdles:

Measurement Fragmentation: With viewership split across platforms, tracking total audience reach is complex. Use third-party measurement tools like Nielsen’s The Gauge or consult platform-specific analytics for more accurate insight.
Advertising Complexity: Managing campaigns across multiple environments can be challenging. Consider working with agencies specializing in cross-platform media buying and analytics.
Content Distribution Rights: Rights negotiations for streaming vs. broadcast are increasingly complex. Content owners should consult media law experts or industry associations for guidance.

When in doubt about where to access a particular service or TV event, it is best to search for the official website of the platform or network in question. For industry data, refer to established sources like Nielsen, Fortune, and official streaming platform help centers.

Conclusion: Evolving with the Audience

The impact of streaming on traditional TV ratings is profound and ongoing. While broadcast and cable TV retain relevance for certain audiences and live content, the momentum is clearly with streaming. Advertisers, networks, and viewers alike should embrace flexibility, leverage data-driven solutions, and stay informed to make the most of this dynamic media landscape.