Streaming surge: 90% of US adults now watch content online

What began as a consistent flow of content entering homes throughout the United States just two decades ago has now become an overwhelming flood, overtaking screens and leaving behind the saturated remnants of conventional television. A recent survey conducted by thePew Research CenterA significant 83% of Americans report watching streaming services, in contrast to the 36% who currently subscribe to cable or satellite TV.

The survey revealed that only 10% of U.S. adults have not used a streaming service at all.

Switching to streaming services and moving away from conventional television

Given that such a large segment of the population is engaging with this relatively new form of entertainment, it makes sense that streaming audiences tend to overlook traditional demographic distinctions like age and income.

Although 90% of Americans under 50 report watching streaming services, the same is true for 83% of adults aged 50 to 64 and 65% of those aged 65 and older.

Likewise, although 91% of adults with higher incomes said they use streaming platforms, the percentage decreases to a notable 77% among those in the lower-income group.

Interestingly, slightly more than one out of every four respondents (28%) reported having both a streaming service and a cable or satellite TV subscription, while just over half (55%) watch streaming content but do not have a traditional TV subscription.

So, who are the main exceptions in this scenario? These would be the 8% of individuals who subscribe to cable or satellite TV but don't use any streaming service, along with another 8% who don't have access to a streaming service, cable, or satellite television.

The fight between cable and streaming continues to intensify.

Although the figures are striking, it's important to recognize that a portion of Americans are opting to go back to the pre-Internet method of engaging with content, as highlighted by Straight Arrow News.reportedIn March, 22% of former cord-cutters have resumed using cable, based on a survey conducted by Coupon Cabin.

In that study, nearly half of the respondents reported canceling at least one streaming service as a result of increasing costs. Some also mentioned unsubscribing due to the overwhelming number of platforms available.

This is evident in Pew's survey, which revealed that although 44% of respondents feel the streaming service they use is worth the price, over a third (31%) believe it isn't, and a quarter (25%) were uncertain.

Given the vast array of services and the immense amount of content generated by streaming platforms, along with their growing influence on pop culture and everyday conversations, it may have appeared that streaming had already surpassed traditional TV. Yet, it wasn't until May that the digital landscape actually overtook both broadcast and cable television combined.

Streaming made up 44.8% of total TV watching in May 2025, according to Nielsen, marking the largest share ever recorded. Meanwhile, broadcast TV held 20.1% and cable TV had 24.1%, combining for a total of 44.2%.

At that time, Brian Fuhrer, who was Nielsen's senior vice president,saidAlthough many anticipated this milestone to happen earlier, sports events, news coverage, and new-season programming have helped broadcast and cable television remain surprisingly strong.