In 2025, my own media consumption followed the trends that took place throughout nation. We all experienced a steady shift from traditional media consumption to on-demand streaming and audio. By no means was it a complete swap out. It’s just that listeners and viewers changed how they use content. They balanced older platforms and habits with newer formats more than ever before. Don’t be mistaken though. Content created on traditional media is still the mega-giant player it has always been. So what shifts did we see in 2025 and how will they impact 2026?
Streaming Eclipses Traditional TV
One of the biggest milestones of the year was reached by streaming TV. For the first time ever, Nielsen reported that streaming services accounted for more total TV usage than the combined share of broadcast and cable. By May 2025, streaming accounted for about 45% of all viewing. Broadcast and cable together were slightly lower at 44%. The difference was almost negligible, but it must be noted. Again, the content of the traditional TV networks still has large viewership. It’s just that the delivery systems are more diverse.
TV viewers have seemed to move in favor of the flexibility streaming offers over the fixed schedules associated with broadcast and cable. Streaming platforms, from the major subscription-based companies to the FAST (free, ad-supported streaming television) and AVOD (advertising video-on-demand) made their way into more homes in 2025 and received more viewing every day. If you’re anything like me, this translated into much more binge-watching, watching shows on my own time, and choosing more diverse content.
Companies like CBS/Paramount+ and NBC/Peacock offer both platforms to viewers. My wife and I watch most any CBS program now on Paramount+ since those shows on the local CBS station run commercial free on Paramount+. Many Paramount+ shows like Landman, Lioness, and Tulsa King do not run on the CBS TV Network. 2025 often saw new, hybrid habits created with streaming occurring at times and old-school TV for news, sports, or habitual watching at other times.
Audio Remains Powerful
On the audio side, 2025 turned out to be a strong year. Digital audio listening hit record highs. According to a National Public Media survey, 79% of Americans listened monthly to digital audio (which includes streaming radio, podcasts, and music services), and 73% listened weekly. Podcasts also gained some ground. Roughly 55% of Americans said they listened to a podcast monthly and 40% said they listened weekly. Meanwhile, Nielsen reported that the typical American spent almost 4-hours a day listening to audio content across platforms including radio, streaming music, and podcasts.
Despite the digital audio growth, traditional AM/FM radio (including online streams) was a major audio source. In early 2025, Edison Research reported that radio accounted for about two-thirds of daily “ad-supported” time spent listening, with the remainder split among podcasts, streaming music, and satellite listening. Nielsen shows that even among younger 18-34 year-olds, radio still has a substantial share. Its podcast shares though are growing faster in that demo. AM/FM Radio controls even more usage in cars.
For most media consumers, 2025 meant more choice than ever before. As a result, people could switch among streaming platforms, enabling us all to watch a new show, binge-watch a library series, and then catch up on a live event. We have combined audio formats for music and podcasts and still tune in to AM/FM radio for local radio’s benefits. In 2025 we also mixed video and audio content with podcasts, adding more flexibility. We listened on our phones, watched on our TVs or tablets, or switched up depending on mood, location and content.
2026 Expectations
This newer menu style of media is reshaping our landscape. In 2025 many people began to think in terms of, “what do I want, when do I want it, and what fits my schedule best at the time.”
Looking ahead, what should we expect in 2026 and what trends will influence us? Streaming’s dominance will certainly increase as more viewers, especially younger ones, grow accustomed to on-demand and anytime viewing while traditional cable and broadcast will likely shrink further. New shows, movies, and live events will increasingly appear on streaming platforms, or simulcast both.
Audio continues to fragment but also expand. Podcasts and streaming music services will keep growing, especially among Zoomers and Millennials who seek out the flexibility of streaming. Radio will remain important, especially for local and regional content and in-car use. Its total share may have to give some space to other platforms, but in-car listening is still the big winner in the time spent listening game.
Hybrid consumption will certainly forge forward as people increasingly mix video-on-demand, live TV, podcasts, music streaming, and traditional radio depending on need and context. That means habits will evolve and old assumptions about “prime time” or “drive time” may matter less.
The role of live and local content shifts will continue for traditional providers. Staying relevant means broadcasters must emphasize our local communities including news, entertainment, and live events. That means a focus on all types of content that streaming and algorithms can’t easily replicate.
There’s no denying that 2025 was a watershed year. As we move into 2026, we should expect that hybrid, flexible, and on-demand consumption will continue. Convenience, technology, and variety will continue to drive it.
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Bob Lawrence writes weekly columns on radio leadership and business. He most recently served as market manager for MacDonald Broadcasting in Saginaw, Michigan. Throughout his career, Bob has held virtually every position in the business over his 40+ year career, from being on-air in Philadelphia, San Diego, and San Francisco to programming legendary stations including KHTR St. Louis, KITS Hot Hits and KIOI (K101) San Francisco to serving as the head of all programming for Saga Communications and working for the Radio Advertising Bureau. Before landing his current role, Bob helped lead Seven Mountains Media’s cluster in Parkersburg, WV/Marietta, OH. He can be reached by email at BGLawrence@me.com.
Bob also honed his research skills over ten years as Senior VP of Operations at Broadcast Architecture, eventually launching his own research company and serving as President/CEO of Pinnacle Media Worldwide for 15 years. Bob spent five years as VP of Programming for Saga Communications before joining New South Radio in Jackson, Mississippi as GM/Market Manager. Prior to joining Seven Mountains Media, Bob served as General Manager for the Radio Advertising Bureau, overseeing its “National Radio Talent System”.
