Streaming dominance: Pew data shows Americans leaving cable behind

This study gave us the chance to explore an area we haven't studied much: People’s day-to-day experiences with streaming platforms. At a time when the industry has seen tremendous change, it provides a window into the choices people have when they pick up the remote or open up a streaming app.”

Colleen McClain, senior researcher, Pew Research Center

Older adults are joining younger adults in watching shows on streaming services, but many continue to subscribe to cable or satellite services.

A new survey by the Pew Research Center shows that 83% of adults in the U.S. have watched a streaming service such as Netflix. That’s compared to 35% of all adults who say they subscribe to cable or satellite TV at home. The survey included 9,397 randomly selected U.S. adults. The survey was done between April 14 and April 20 in 2025.

Americans age 65 and older reported the lowest percentage of age groups who watched streaming platforms at 65%, but that was still one percentage point higher than those in the same age group who said they watched cable or satellite. The largest percentage of any demographic that watched programming on streaming platforms was 92% for those aged 30 to 49.

The number of those who watch cable or satellite programming dropped with younger audiences, Pew reported. Forty-four percent of adults ages 50-64 still watch cable or satellite programming, while only 23% of those 30 to 49, and 16% of those 18 to 29 continue to watch on the more traditional platforms.

There is still considerable overlap, as 28% of all adults subscribe to both streaming services and cable or satellite television.

According to the data from Pew, Netflix stands at the top of the most-watched streaming options. Of all adults surveyed, 72% said they’ve watched Netflix, followed closely by Amazon Prime at 67%. Hulu, at 52%, edged out Disney+ at 48% for third and fourth place, while Paramount+, Peacock and Max all posted between 41 and 44%.

“We’ve been studying trends in tech adoption and the rise of different online platforms for decades,” said Pew senior researcher Colleen McClain. “This study gave us the chance to explore an area we haven't studied much: People’s day-to-day experiences with streaming platforms. At a time when the industry has seen tremendous change, it provides a window into the choices people have when they pick up the remote or open up a streaming app. Just as with our broader work, we’ll keep studying this landscape as conversations about the future of cable and streaming alike continue.”

Pew reported that Hulu attracted young adults, while Amazon Prime did better with adults in the 30 to 49 category. The research organization also reported that 26% of streaming users say they use the password to a streaming service of someone they don’t live with. This included almost half of streaming users under age 30.

The Pew research echoed data released by Nielson this summer, when it was reported that viewers spent more time watching streaming services than they did for broadcast and cable television combined. Nielson reported that 46% of Americans’ TV time was spent on streaming services, with YouTube and Netflix topping the list, according to reporting by AP. The viewing percentage was 23.4% for cable networks and 18.5% for broadcast television. It was the first time broadcast TV had ever slipped below 20%.

Bob Miller has spent more than 25 years in local newsrooms, including 12 years as an executive editor with Rust Communications. Bob also produces an independent true crime investigative podcast called The Lawless Files.