Streaming Surpasses Broadcast: Roku Leads the Charge in U.S. Television Viewership

In a significant milestone for the television industry, streaming on Roku-powered devices has outpaced traditional broadcast TV in U.S. viewership for the third consecutive month. According to Nielsen data, in July 2025, streaming accounted for 21.4% of all TV viewing time, while broadcast TV held 18.4%

This upward trend began in May 2025 and has continued through June and July, highlighting a significant shift in viewer habits. Roku's share of TV viewing has increased 14% year-over-year, reflecting deeper engagement with streaming content. A significant contributor to this growth is The Roku Channel, Roku's free, ad-supported streaming service. In July 2025, The Roku Channel alone accounted for 2.8% of all TV viewing, marking the largest monthly usage gain among streaming services.

This shift highlights the increasingly dominant role that streaming is playing in how audiences engage with television content. As streaming platforms continue to innovate and expand their offerings, traditional broadcast TV faces increasing competition in capturing viewer attention. The trend suggests a permanent change in how television content is consumed, with streaming services leading the way in shaping the future of television viewing.

As streaming continues to dominate television viewership, traditional broadcasters are faced with a pressing need to adapt. To remain competitive, broadcasters must explore a combination of technological innovation, content strategy, and audience engagement.

One key strategy is the development of hybrid platforms that merge traditional broadcast schedules with streaming capabilities. Many networks are already offering apps and online portals, allowing viewers to watch live programming or access previously aired episodes at their convenience. By enhancing their digital presence, broadcasters can maintain relevance and capture the growing segment of viewers who prioritize flexibility.

Personalization is another critical area. Broadcasters can leverage AI-driven recommendation engines, similar to those used by streaming platforms, to deliver tailored content to viewers. This not only increases engagement but also creates opportunities for targeted advertising, mirroring the revenue models that make streaming services attractive.

Additionally, broadcasters can explore partnerships with existing streaming platforms, including FAST, (Free Ad-supported Streaming Television) channels. These collaborations allow traditional content to reach broader audiences while retaining the core broadcast brand. Integrating interactive elements, such as real-time polling, social media integration, and gamified experiences, can further enrich viewer engagement, blurring the lines between linear television and streaming.

Finally, investing in original content that resonates with niche audiences is crucial. Exclusive programming, live events, and high-quality dramas or reality series can draw viewers back to broadcast while simultaneously feeding digital channels. By combining innovative technology with compelling content, broadcasters can not only survive but thrive in an era dominated by streaming.

While streaming platforms like Roku are reshaping television consumption, traditional broadcasters are far from obsolete. Through hybrid delivery, personalized experiences, strategic partnerships, and premium content, they can meet evolving audience demands and remain competitive in a rapidly shifting media landscape. By embracing these strategies, broadcast television can coexist with, and even complement, the streaming revolution, ensuring a dynamic and diverse viewing ecosystem.

Roku's achievement in surpassing broadcast TV in U.S. viewership for three consecutive months signifies a pivotal moment in the evolution of television. With streaming platforms like Roku at the forefront, the television industry is witnessing a transformation that reflects changing viewer preferences and technological advancements.