Too Much TV: Streaming Vs. Linear TV Viewing Isn't As Important As Paid Vs Ad-Supported
Lots of headlines today focusing on streaming viewing vs. linear TV. But what really matters is paid vs free ad-supported.
ere's everything you need to know about the world of television for Tuesday, June 17th 2025:
DOES A STREAMING VS LINEAR/CABLE TV COMPARISON REALLY MATTER?
Just about every entertainment news outlet today has some variation of the same headline: For the first time, streaming's share of total television usage outpaced the combined share of broadcast and cable for the first time ever in May.
Here is the graphic provided by Nielsen, as part of its monthly total TV and streaming snapshot called "The Gauge":
Now, news that streaming grabbed a record 44.8% of total TV usage in May is an almost irresistible data point for journalists. But in the end, is that really what we should be taking away from Nielsen's info?
Streaming vs linear/cable TV is worth tracking, in the same way that it was worth tracking the viewing shift from broadcast TV to cable a few decades ago. But to a great extent, both methods of watching televisions are essentially different platforms delivering much of the same content. It's like comparing viewership and engagement on televisions versus mobile devices. It's data worth knowing. But does it give you the best metric to track what is really going on the television business?
When you dig deeper into Nielsen's methodology for the graphic above, you can see how complicated this framing can make things. Paramount's viewing share number includes both Paramount+ and AVOD Pluto TV, because they are both owned by Paramount Global (and I'd love to see individual breakouts for those two services). But Tubi - Pluto's main rival - is listed as a standalone because while it's owned by Fox Corporation, Fox's broadcast network is part of "broadcast." Even though a fair amount of Tubi’s viewing numbers come from people watching Fox TV programming.
And then there is the way that vMVPDs such as Hulu Live and YouTube TV are included in the data. It's a bit complicated, but here is how it's described in The Gauge FAQ:
Linear streaming via vMVPD apps (e.g., Hulu Live, YouTube TV) are excluded from the streaming category. ‘Hulu SVOD’ and ‘YouTube Main’ within the streaming category refer to the platforms’ usage without the inclusion of linear streaming.
Linear streaming (as defined by the aggregation of viewing to vMVPD/MVPD apps) is excluded from the streaming category as the broadcast and cable content viewed through these apps credits to its respective category.
All of this makes sense in the abstract, but it ends up making it very easy for journalists and industry insiders to misunderstand what is happening in streaming and linear television.
If I could wave my magic analytic wand, this is what I would like to see. A monthly breakdown of viewing, which is broken into four separate categories:
1) YouTube (because this is a video business, but it's not TV and shouldn't be compared to it. Believe me, I have strong opinions about this).
2) Subscription-supported viewing
3) Subscription-supported viewing with ads
4) Free, ad-supported platforms
I think breaking down the data this way would provide a better sense of what is going on. Although it's also worth remembering that it's difficult to draw accurate trend lines because of the many ways that people watch linear TV programs. For instance, you can watch on Fox via an over-the-air signal. You can watch the same program live or on demand via cable or satellite TV. You can watch it through a virtual MVPD such as Hulu Live TV. You can watch it on demand for free via Tubi. And then there is the Fox app.
It is a lot to parse out and while I think Nielsen does a great job of providing context, I wish journalists weren't so eager to just crank out the headline and move on.
And one last side note. I am assuming that the reason why some services are awkwardly clumped together is the relevant media company won't allow Nielsen to break out their services individually. For instance, I'd love to know the percentage of viewing nabbed by Discovery+ and Max, versus the catch-all Warner Bros. Discovery listing.
ODDS AND SODS
* Celebrity Chef and Food Network star Anne Burrell has died at age 55. Andy Dehnart's Reality Blurred has a nice rundown of what little we know about her death.
* A former longtime regular on Tyler Perry’s White House drama The Oval is accusing the Madea star of sexual assault, sexual harassment and retaliation in a $260 million lawsuit. Lawyers for Perry said in a statement that “Tyler will not be shaken down, and we are confident these fabricated claims of harassment will fail.”
* Weigel Broadcasting has announced a fall launch for WEST (Western Entertainment Series Television), a new network that will be devoted solely to classic Western television series. The Western-themed digital market already has several rivals in place, including INSP, Grit and Outlaw: The Western Channel. Circle Country - a joint venture of Grey Television and the parent company of the Grand Old Opry - closed down at the beginning of this year.
* The upcoming spinoff NCIS: Tony & Ziva is set to premiere Thursday, September 4th on Paramount+. If nothing else, the series illustrates that if you are seen by the public as charming and likeable, an actor can survive allegations that would sink most people’s career.
* The Verge is reporting that Nintendo will take your Switch 2 offline forever if you use a Mig flash cartridge to play pirated games.
* The Senate confirmed Olivia Trusty to the Federal Communications Commission, giving Republicans a 2-1 majority. Two Democratic recently left and presumably will not be replaced anytime soon.
* New seasons of My Lottery Dream Home and Zillow Gone Wild are premiering Friday, July 18th on HGTV.
* I remain convinced that most streaming network pop-up interactive experiences exist only in hopes that some producer at one of the networks or big network affiliates will have someone cover it. That's the only explanation I can think of for Magnolia bringing a handcrafted covered wagon pop-up into New York City and Los Angeles this summer to promote the upcoming series The Frontier Wagon. With the reach of social media, it feels as if these events would have a bigger bang if they took place in a less-crowded media environment. Especially if you are talking about a show that follows three modern families as they attempt to live as if it’s the 1880s, off the grid.
Back in the days where budgets weren't so tight, Magnolia would have flown a few feature writers and/or influencers to the set to experience first-hand what it was like to live in the 1800s. And yes, I would totally have done that.
* Season two of Such Brave Girls premieres Monday, July 7th on Hulu. Here is the official logline: "The series follows Josie (Kat Sadler), her sister, Billie (Lizzie Davidson), and their mother, Deb (Louise Brealey), risking everything they’ve got for a single scrap of love and adoration. Still desperately trying to escape the reality of their cramped, crumbling, debt-ridden home, it’s a good thing Dev (Paul Bazely) and Seb (Freddie Meredith) are coming to the rescue."
TWEET OF THE DAY
WHAT'S NEW TONIGHT AND TOMORROW
WEDNESDAY, JUNE 18TH:
* America's Sweethearts: Dallas Cowboys Cheerleaders Season Premiere (Netflix)
* Children Ruin Everything Season Premiere (The CW)
* Expedition Unknown Season Premiere (Discovery)
* Mystery At Blind Frog Ranch Season Premiere (History)
* Outrageous (BritBox)
* Rosario Tijeras (Mexico) (Netflix)
* Somebody Feed Phil Season Eight Premiere (Netflix)
* Sports Gone Wrong Series Premiere (Vice)
* The Buccaneers Season Two Premiere (Apple TV+)
* We Were Liars Series (Prime Video)
* Yolanthe Series Premiere (Netflix)
THURSDAY, JUNE 19TH:
* A King Like Me (Netflix)
* Mafia Series Premiere (Viaplay)
* The Waterfront Series Premiere (Netflix)
SEE YOU ON WEDNESDAY!