What’s your go-to TV show right now? Surprisingly, many viewers are turning to traditional broadcast channels like ABC and CBS rather than the latest streaming sensations. A new study from Luminate reveals that while broadcast programming remains a favorite, audiences are increasingly opting to watch these shows on streaming platforms instead of tuning in live.
So, what’s behind this trend? Luminate’s findings indicate that five out of the top ten most-streamed TV seasons in the United States in 2026 originated from broadcast networks. Topping the list is the “Yellowstone” spinoff “Marshals,” which has racked up over 13 billion streaming minutes in just the first half of the year. Other popular titles making waves include “Tracker,” “The Rookie,” “Will Trent,” and “Survivor,” all of which air on CBS or ABC and stream on platforms like Paramount+ and Hulu, each attracting at least 8.5 billion streaming minutes.
This shift raises a compelling question: why are viewers choosing to wait for these shows to drop on-demand instead of watching them live? The answer seems to revolve around three key factors: cost, convenience, and commercials.
First off, let’s talk about cost. Subscribing to live TV streaming services like DIRECTV, Fubo, or YouTube TV can set you back at least $55 a month, even for packages that don’t include all the channels found in traditional pay-TV. In contrast, a subscription to Hulu or Paramount+ can be less than $20 per month, making it a no-brainer for many viewers who prefer to save money while still enjoying their favorite shows.
Convenience is another major player in this narrative. Finding time to watch a show live can be a challenge, especially for busy families. Streaming services allow viewers to watch episodes at their leisure, freeing them from the constraints of a set schedule. While many live TV services offer DVR options, the question remains: why pay for live TV when you can access the same content on-demand for a fraction of the price?
Lastly, let’s not overlook the issue of commercials. Although streaming platforms are increasing ad loads, they still haven’t reached the levels of broadcast TV, which can bombard viewers with nearly ten minutes of ads per half-hour episode. For many, enduring a few minutes of ads on streaming is a far more appealing option than the lengthy interruptions on traditional TV. Plus, most streaming services offer ad-free plans for those who want to skip the ads altogether.
The data from Luminate suggests that streaming platforms could benefit from taking cues from the enduring popularity of broadcast shows. However, as viewers continue to favor waiting for episodes to hit streaming services, it raises intriguing questions about the future of TV consumption. What changes might we see in viewing habits as the landscape continues to evolve?
