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Streaming Claims Record 43.8% of TV Viewing in March, Led by 'Reacher' and 'Family Guy'

Nielsen data highlights streaming's dominance as traditional cable sees a slight rebound, while broadcast viewership continues to decline.

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Overview

  • Streaming accounted for 43.8% of all TV usage in March 2025, marking a record share according to Nielsen's latest report.
  • Prime Video's 'Reacher' led streaming titles with 6.6 billion viewing minutes, followed by Hulu's 'Family Guy' with 4.8 billion minutes.
  • Max saw a 6% month-over-month growth in streaming share, driven by the strong performance of 'The White Lotus,' which ranked fourth with 4.5 billion viewing minutes.
  • Cable viewing rose to 24% of TV usage, boosted by a 29% increase in sports viewership during March Madness and strong cable news ratings.
  • Broadcast viewership dropped by 9% to 20.5%, with the Oscars as the most-watched broadcast program and CBS' 'Tracker' dominating scripted drama rankings.