Audience measurement firm Nielsen reported that streaming services surpassed broadcast and cable television viewing in the U.S. for the first time in May. Streaming represented 44.8% of total TV viewership, its largest share to date.
In contrast, broadcast television accounted for 20.1% and cable television for 24.1%, with their combined share at 44.2%. Since Nielsen began its monthly reports four years ago, streaming has skyrocketed 71%, while broadcast and cable viewing have declined 21% and 39%, respectively.
This milestone validates the long-term shift in consumer behavior towards digital streaming, which is Roku's core business. The continued growth of streaming reinforces the secular tailwinds supporting Roku's platform, indicating a favorable environment for its user engagement and advertising monetization strategies.
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