This month, The New York Times, citing Nielsen data, reported that streaming has now eclipsed cable and broadcast TV combined as the dominant form of viewing in the U.S. This is yet another milestone signaling the deeper transformation in how we discover, engage with, and trust media – trends that GSG has been following closely.
The Streaming Takeover
The New York Times outlines this tectonic shift:
- Traditional cable and over-the-air broadcasts have ceded primacy to platforms like YouTube, Netflix, Hulu, and Amazon Prime.
- It is a massive change from 2021, when Nielsen began its tracking and traditional TV had a market share advantage of 39 points over streaming.
- Seniors – viewers over the age of 65 – are driving much of the recent change, with YouTube watch-time among over-65s growing by 106% since 2023.
GSG’s 2025 Media Consumption Insights report showed how platforms such as YouTube are fundamentally redefining “television.”
News Finds You Now
One of our most important insights: key audiences aren’t seeking news—they are letting it find them. Algorithmic feeds, push alerts, commentaries, and curated social media mixes help to make media consumption more passive, constant, and fragmented.
- TikTok, Instagram and shortform video are becoming mainstream sources of news and information, especially for Gen Z and Millennials.
- Traditional media are no longer launching the conversation—they’re entering it, often secondhand.
In fact, a new Reuters Institute study finds that social media recently overtook TV as Americans’ top news source.
Implications for Communicators & Brands
The era where cable and broadcast ruled is over. We now live in a media ecosystem defined by fragmentation, personalization, and social momentum. At the same time, according to GSG’s 2025 Communicating in Chaos report, no news source – across social, traditional, and new media – is completely trusted by more than 22% of Americans. What’s a communicator to do?
- Build an authentic brand voice. As trust erodes in legacy outlets, think about how you can invest in your owned media, deepen community engagement, and partner with trusted messengers.
- Diversify how you think about news. News organizations are making investments in things like podcasts, social-first newsletters, and TikTok editions.
- Meet people where they are. Savvy communicators are reaching audiences with tailored content via social feeds and influencers, not just routine channel buys.
The latest Nielsen data marks another milestone—and at GSG we help clients and partners navigate the new landscape.