Streaming Surpasses Cable as TV’s Future Takes Shape

The streaming era has officially overtaken traditional television. According to Nielsen’s The Gauge May 2025 report, streaming accounted for 44.8% of TV viewership, surpassing the combined total of cable (24.1%) and broadcast (20.1%). This milestone marks a decisive shift that has been building for years, pushing cable and over-the-air TV closer to obsolescence.

Cable Fades Fast

Cable’s Decline and Attempts to PivotWhile some viewers still prefer cable for its simplicity, cable TV’s growth peaked long ago. Industry giants like Comcast, Spectrum, and Cox are losing ground as more households cut the cord in favor of streaming platforms.

In response, many providers are beginning to phase out traditional programming entirely, pivoting toward broadband, wireless, and in-house streaming services. Yet despite these efforts, most have struggled to reinvent their brand identity to match the new era of digital-first entertainment.

Self-Inflicted WoundsCable’s decline is not only a result of technological disruption but also its own business model flaws. Operating as a three-party system — involving customers, content providers, and cable companies — created a disconnect that left providers unable to adapt quickly to consumer demands.

The Price ProblemPerhaps the biggest factor driving customers away has been sky-high pricing. Cable began as an affordable service, offering channels for as little as $15–$20 a month. But as consolidation took over, companies became less responsive to customer needs.

Today, many subscribers face bills of $100, $200, or even $300 monthly, often for a bloated package with only a handful of channels they actually watch. This unchecked pricing model made streaming’s flexibility and affordability far more attractive.

Streaming Sets the StandardWith streaming now claiming the largest share of viewership, the industry is at an inflection point. The traditional TV model is unraveling, and streaming services are setting new expectations for personalization, pricing, and content delivery.

For cable providers, the path forward is clear: embrace streaming fully or risk being left behind.