"Earlier this year, Nielsen reported that, for the first time, more people watch TV via streaming services than both broadcast and cable combined. According to "The Gauge" report, streaming accounted for 44.8% of TV viewership as of May 2025, while broadcast and cable together accounted for 44.2%. And as live sports increasingly become part of the streaming landscape, streaming viewership is not expected to slow down."
"In fact, Simpli.fi recently reported that more than 71% of TV viewing specifically on ad-supported channels occurs on streaming TV. And while streaming, connected TV and OTT technically have their own definitions, the lines between them are blurring. The distinctions matter less than the experience itself: Viewers simply want seamless access to their chosen entertainment on any device. Media buyers and advertisers must adapt their strategies to mirror this new world of TV viewership."
Streaming now accounts for a larger share of TV viewing than broadcast and cable combined, with streaming at 44.8% of viewership as of May 2025 while broadcast and cable together are 44.2%. Ad-supported channels see over 71% of TV viewing on streaming TV. Streaming, connected TV, and OTT experiences are converging and viewers expect seamless access on any device. Advertisers need full-funnel CTV strategies that extend beyond running ads to drive measurable consumer actions. A full-funnel CTV approach produced increased web traffic, high video completion rates, and low costs per action for the Saint Lucia Tourism Authority during a three-month campaign with Simpli.fi.
Read at Digiday
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