Americans Are Watching Less Live TV, Guess What That Means for Your Business

Photo: ChatGPT (2026)

You’ve gotta admit, from time to time us Millennials tend to espouse that the golden era of everything occurred during the 1990s. From video games, to fashion, and of course—the music; you’ll never be able to convince a Millennial (especially those in the U.S.) that the 90s wasn’t the absolute golden era of culture. 

Another thing that Millennials will always vehemently proclaim is that the 90s was the golden era of American television. 

Classic raunchy sitcoms like: Martin, In Living Color, and Married With Children notwithstanding, perhaps what made the 90s era of American television so endearing were the numerous television shows that were so wholesome—entire families once gathered around the living room television to watch them together. 

Take ABC’s TGIF (Thank Goodness it’s Funny) Friday night lineup for example. From 1989-2000, the programming block included classic sitcoms like: Boy Meets World, Family Matters, Full House, and Sister, Sister that families avidly viewed collectively each week.

But much like $1.50 a gallon gas prices, those days are long gone. Aside from a lack of family-focused programming, for numerous reasons, Americans are watching less traditional television these days. And that reason could have an impact on your business.

What the numbers tell us

According to a Nielsen report in The Gauge, in June 2025, broadcast television slipped to a record low 18.5% of overall viewing. While in December 2025, streaming platforms saw a record 47.5% of total television viewership.  

These numbers simply confirmed what most of us have already known, which is that Americans are watching less live television today than they have in decades. And there’s a variety of reasons for that. Which we'll discuss.

The reasons why people are watching less broadcast television 

Whether it’s with your significant other, a buddy, or a family member, can you recall the last time you watched a live telecast on television with someone that wasn’t a sporting event? I thought you’d have a tough time answering that question. As would I. 

That’s because technology has provided us the ability to watch our favorite television shows, movies, and events while on the go via our smartphones, laptops, or tablets at our own leisure whenever and wherever we’d like. 

And what’s more, according to survey results by Deloitte, 58% of Gen Z and 44% of Millennials say they spend more time watching social videos than streaming services. And who could blame them? With just about everyone seemingly becoming a content creator these days, social videos has become just as entertaining as any TV series or network. 

What all of this means for your business 

As with most things, there are both pros and cons when it comes to a decline in broadcast television viewership. For bigger and more established brands, less live viewership means less consumers will see their television ads. Which is obviously a con. 

However, if your business happens to be like most startups, and have not yet begun television advertising, consumers’ eyeballs being glued to their smartphone screens on social media is more advantageous for your business than them being preoccupied watching TV because social media is the ultimate equalizer for startup brands.

Visualize your ideal customer. If that customer happens to be the average Gen Zer, on average, that customer will spend roughly 3 hours a day on social media. Which means that if your brand is socially active on social media, you'll potentially have 3 hours a day to touch them in some meaningful way online. 

As opposed to them devoting those 3 hours focused on viewing their television screens. Where in all likelihood—they’d never come across your brand unless you purchased a television ad or received publicity. 

Closing thoughts

There’s no denying it, social media has us all in a proverbial headlock. So why not use it to your advantage by utilizing social media platforms that your target customers frequent—and familiarize them with your brand and its offerings?

If you’d like us to help you execute that task, schedule a complimentary client consultation with us today!