US viewership: current trends and why they matter

When you turn on a TV or open a streaming app, you’re part of a big picture that advertisers, leagues, and networks watch closely. In the US, viewership numbers decide which shows stay alive, which sports get prime‑time slots, and where ad dollars flow.

Over the past few years, the way people watch has shifted fast. Traditional broadcast still pulls big crowds for live sports, but streaming services are stealing minutes from sitcoms and dramas. Understanding these shifts helps you see why a football game might get a massive audience while a new drama struggles to find viewers.

How TV ratings are calculated

Ratings start with a sample of households that agree to have a tiny device installed on their TV. This device, called a People Meter, records what’s being watched and for how long. The data is then scaled up to represent the whole country. The most common metric is the "rating point," which equals one percent of all TV‑households in the US.

For sports, live viewership is the gold standard because advertisers pay a premium for real‑time audiences. If a game draws a 10.0 rating, roughly 12 million households tuned in. Demographic breakdowns—like age and gender—are also crucial. A 25‑54 male audience is especially valuable for car ads and energy drinks.

Streaming platforms use a different playbook. They track every click, pause, and finish directly from the app. This gives them exact counts, but the numbers aren’t always comparable to traditional ratings. That’s why many networks now report "combined" audience figures that add broadcast, cable, and streaming views together.

Streaming vs. traditional TV: the shift

Streaming’s rise is obvious. In 2023, over 70 percent of US adults said they watched at least one show on a streaming service each week. The convenience of binge‑watching and the lack of ads attract younger viewers, especially Gen‑Z. As a result, networks are cutting linear schedules and moving hit shows to their own streaming apps.

Sports, however, still dominate live TV. A NFL game can still pull more than 20 million live viewers, while a major streaming original might get a few million. The key difference is the "appointment" factor—people want to see the action as it happens. That’s why leagues are experimenting with streaming‑only rights for secondary events, like early‑round baseball games or niche motorsport series.

Advertisers are adapting, too. They’re buying inventory across both worlds, using data‑driven targeting on streaming platforms and traditional ad spots on broadcast for big events. The best campaigns now blend the two, reaching fans wherever they are.

So what does this mean for you as a viewer? Expect more flexibility. You’ll still see big games on the big screen, but you’ll find niche shows and even some sports on the platforms you already use. Networks will keep chasing the numbers that matter—live viewers for big events and engaged streaming users for original content.

Keep an eye on the rating reports each week. They’ll tell you which shows are trending, which sports are gaining momentum, and where the next big advertising dollars are headed. Understanding US viewership isn’t just for industry insiders; it helps you know why your favorite content gets the spotlight.