World news
▶️ Online TV surpasses cable for the first time in the US
According to research by Glance and data from Nielsen, streaming surpassed linear TV in viewing time for the first time in the US in the first half of 2025.
The average daily viewing time for linear TV in the US has fallen to 2 hours and 6 minutes. A similar decline is observed in the UK, France, and other countries.
In July 2025, streaming services accounted for 47% of all viewing time in the US. In the UK, streaming accounts for 35%, while in Poland, it is only 10% of viewing time.
The main winners are YouTube (reaching 13% in the US, doubling in three years) and Netflix (about 9% in the US and UK). However, the most active users of one platform are rarely the most active users of another.
Traditional media players are actively seeking paths to new audiences. There is a sharp increase in partnerships: broadcasters are striking deals with platforms to distribute content simultaneously across linear TV, SVoD, AVoD, and FAST channels, especially in the area of sports rights.
