US TV reaches THE tipping point: More viewing now done via streams vs cable/broadcast
It just happened in the US. More TV viewing is done via streaming than via traditional broadcast and cable.
May 2025 was the tipping point.
When Nielsen first started recording streaming viewership in 2021, the gulf was significant - two-thirds of people were still watching via broadcast and cable. What a difference four years makes.
And you get to that number by bringing on the older viewers. As per the NYT:
Older viewers watch a lot of television, more than any other cohort — one-third of all viewing comes from this group. And they have been moving to streaming in droves in the last few years — particularly to platforms that are free and require no subscription. For instance, since 2023, viewers over 65 are the fastest-growing age group for watching YouTube off a television set.
The NYT goes on to note that the older viewing cohort are watching YouTube in sizeable numbers, along with FAST services where their own familiarity with the ad-consumption experience is a good fit for these platforms.
As an aside, this is probably why Gunsmoke is suddenly such a strong performer in streaming.
This is all from Nielsen, releasing the data as part of its monthly Gauge report.
It’s fairly stable with last month’s report. YouTube is again up a bit, this month just 1%, with rises also recorded for Tubi and Roku.
For reference, here is last months report (April 2025):
Australia saw the same tipping point reached back in 2023.
Netflix House… Las Vegas
Like a CBS crime procedural, Netflix has unveiled yet another city for a Netflix House expansion. In 2027, it is launching in Las Vegas.
Netflix House is an effort by Netflix to launch theme-park like experiential spaces where people can come and play in Netflix-inspired game arcades, take part in interactive happenings based on Netflix shows, and eat/drink at a Netflix-themed restaurant. Oh, and there’s screenings too.
Quite often I will be lucky enough to be at a launch event or some sort of special activation and it always seems like old-school thinking to me to stage these large events, but to only invite the usual crowd of media figures and influencers. Why not spend that money on a public activation and leverage the social media accounts of everyday people? A preview night can also be staged, driving that influencer crowd’s attention too.
Netflix House is this really fascinating middle ground where it gives Netflix the opportunity to stage launches and events, driving both influencer and general crowds attention. Plus, it is all monetised with tickets and food/beverage sales. It’s all super smart.
You can read about the Las Vegas launch in an article I wrote at Mediaweek, along with details on what everyday people will be able to come and do at the two Netflix House locations to launch later this year.
News Desk
The Simpsons is scaling back to just 17 episodes a year for the next four seasons - 15 for Fox and an additional two exclusive to Disney+. Read: Variety
Netflix show FUBAR barely made a showing in the top 10 shows of last week, despite the second season return. Read: Deadline
Scrubs creator Bill Lawrence on the cast changes to the show and how the new revival series connects with the old. Read: TV Line
YouTube is launching Open Call, which makes it easier and faster for brands to partner with creators on custom content. Read: THR
Netflix has announced a third Netflix House location, with Las Vegas launching in 2027. Read: Deadline
Nintendo will take your Switch 2 offline if it thinks you are pirating games. Read: The Verge
Dynamic video previews are coming to Max. Read: The Streamable
A Land of The Lost reboot series is coming to Netflix. Read: THR
Trailer Park
The Twisted World of Amanda Knox debuts August 20 on Hulu.
A limited series inspired by the story of how Amanda Knox was wrongfully convicted for the tragic murder of her roommate, Meredith Kercher, and her 16-year odyssey to set herself free.
The Sandman is back for season 2 on Netflix.
That’s the newsletter for today.
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