In February 2025, Super Bowl Sunday marked a significant milestone in television history, becoming the second most-watched day with over 110 billion viewing minutes. This achievement highlights the growing dominance of streaming services, particularly Tubi, which accounted for a third of all streaming during the event. Traditional TV still leads narrowly, but streaming has claimed its largest share ever, at 43.5%. The month also saw other notable trends, including YouTube's rise in TV watching time and Netflix’s strong performance with original content.

A Breakthrough Month for Streaming Services

On a crisp winter Sunday, February 9th emerged as one of the most watched days in recent television history. Over 110 billion total viewing minutes were recorded, making it only the second time this threshold has been crossed since May 2021. FOX broadcasted Super Bowl LIX to an audience of 127.7 million viewers, a record-breaking figure enhanced by Tubi's free streaming service. During the game, Tubi attracted nearly 16 times its usual January audience, appealing especially to younger demographics aged 18-34. Overall, Tubi usage surged 17% in February, capturing 2% of total TV watch-time.

Streaming continued to dominate as February brought its highest share yet, accounting for 43.5% of all TV viewing. Broadcast and cable combined for just slightly more at 44.4%. Notably, YouTube gained prominence, increasing its February viewership by 2.5% compared to January and representing 11.6% of total TV time. Meanwhile, Netflix ranked second among streaming platforms with 8.2% of TV time, thanks largely to its thriller series "The Night Agent". Cable networks also saw successes, with ESPN broadcasting the NHL championship and Fox News Channel leading cable news ratings.

From a broader perspective, traditional TV faced challenges as sports viewership dropped significantly from January levels. Broadcast fell by 10%, while cable declined by 9%. Despite these declines, major events like the Super Bowl and award shows such as Saturday Night Live's anniversary special and The Grammys drew substantial audiences on broadcast channels.

Shifting Dynamics in Media Consumption

The February data underscores a pivotal shift in how audiences consume media today. As streaming services like Tubi continue to innovate and offer accessible options, they attract larger and more diverse audiences. This trend suggests that future entertainment will increasingly rely on cross-platform strategies to maximize reach and engagement. For broadcasters and content creators, understanding and adapting to these changes is crucial for maintaining relevance in an ever-evolving media landscape.