Streaming has shifted from a “nice to have” to a must-consider component of modern media strategies. Viewers today aren’t just watching TV; they’re choosing when, where, and how they watch it. This change isn’t just a trend; it’s reshaping how brands plan, buy, and measure media.
As streaming continues to grow, advertisers who fail to adapt risk missing key audiences and engagement opportunities within their media mix. Understanding how, where, and why people are streaming is now essential to building effective strategies.
National Streaming Trends
Across the U.S., streaming viewership has steadily climbed. According to Nielsen’s most recent The Gauge data, streaming accounted for nearly half of all television usage in November 2025, capturing approximately 46.7% of total TV viewing. Broadcast followed at 23.2% with cable accounting for 20.5% of total viewing.
Within that landscape, a few platforms stand out: YouTube led all streamers with roughly 12.9% of total viewing share, followed by Netflix at about 8.3%. These numbers underscore that streaming is no longer a niche alternative, it has become one of the primary ways Americans consume television content.
Local Streaming Trends: Albany DMA
While streaming viewership has grown in past years within the Albany DMA, local viewing behavior reflects a more balanced relationship between streaming and traditional TV.
According to Nielsen Scarborough from January through June 2025, while streaming has gained share of total video time spent in the Albany DMA, it is at a noticeably slower pace than nationally. Locally, streaming represents 39% of TV viewership, compared to 33% for broadcast and 28% for cable. These shares have remained relatively consistent year over year.
Unlike national viewing, where streaming now accounts for nearly half of all TV usage, Albany audiences still dedicate a meaningful portion of their viewing time to linear television, particularly broadcast. This suggests that many local households are adopting streaming as a complement, rather than a replacement, layering streaming services on top of traditional TV instead of fully cutting the cord.
As a result, total video consumption in Albany is more evenly distributed across platforms. This reinforces the continued importance of broadcast and cable, especially for campaigns focused on reach, frequency, and older or more traditional demographics.
The Streaming Landscape Has Never Been More Fragmented
One of the biggest challenges facing marketers today isn’t if people are streaming, it’s where they’re streaming.
As the number of platforms has grown, audiences have become increasingly spread across global giants and niche apps alike. This fragmentation makes it more difficult to achieve the scale and frequency that traditional TV once delivered with relative ease.
Media planning has become more complex as advertisers must now reach audiences across multiple services. While some viewers overlap across platforms, others are only accessible through specific apps or publishers, making thoughtful planning, measurement, and frequency management more important than ever.
Why TV/Cable Still Matters
Streaming offers clear advantages, including precise audience targeting, non-skippable ad formats, and real-time analytics. However, it still lacks the same predictability around reach and frequency that traditional TV can provide.
Even as streaming grows, broadcast and cable continue to play a critical role, particularly for broad awareness, mass reach, and building consistent frequency. Rather than choosing between streaming or traditional TV, the most effective media strategies integrate both, using each where it performs best within the customer journey.
Streaming delivers precision. Traditional TV delivers scale. Together, they create a more balanced and effective media mix.
Sports and the Streaming TV Landscape
Live sports and marquee events have long been anchored in broadcast and cable, but that landscape is rapidly evolving. Major league games and tentpole events are increasingly available on streaming platforms, with some games and competitions airing exclusively through streaming services.
Advertisers can now access these highly engaged audiences within the streaming ecosystem, creating powerful opportunities. However, these campaigns often come with high minimums and CPMs, making them less accessible for many local advertisers. While pricing may soften over time, a significant reduction in minimums is unlikely in the immediate future due to the premium nature of live sports content.
Balance Is Everything
Streaming is more than a trend — it’s a core part of how audiences consume video today. When used thoughtfully, it can drive targeted reach and ensure brands connect with the right audience at the right time. But streaming is most effective when paired with traditional TV to deliver overall scale and awareness.
There is no one-size-fits-all media mix. The right approach depends on your objectives, audience, and market dynamics — and that’s where informed strategy matters.
At Brawn Media, we help clients find that balance by combining data, insights, and solutions to ensure media investments work harder and smarter.
Let’s create something powerful — together.
