Streaming sets record high of 46.6% of ad supported TV viewing, driven by Super Bowl and Winter Olympics; overall share of ad supported TV remains steady
NEW YORK - June 23, 2026 - Today, Nielsen released the latest edition of the Ad Supported Gauge, which found that the total share of ad-supported TV is holding steady in Q1 2026, representing nearly 73% of overall TV viewing.
From a category perspective, streaming captured a record-high 46.6% share of ad-supported TV, driven by seasonal events including NBCU's Super Bowl simulcast, Olympics coverage on Peacock, Amazon's NFL playoff games, and additional episodes of blockbuster series like Stranger Things on Netflix, Landman on Paramount+, and The Pitt on HBO Max.
Additional highlights:
Overall, sports continue to be a driving force behind the consistently high share of ad supported TV. The fourth quarter, with its blockbuster sports schedule, retained the high water mark for share of ad supported TV, but there is less than a 1.8 share point difference between the highest and lowest quarter.
Coming off a five-quarter high in Q4, broadcast captured a 28.2% share in Q1, down 1.4 share points from last quarter and down 0.5 points year-over-year.
Cable rebounded to a 25.2% share (up 0.4 points from Q4), driven by the February 2026 Olympics and its traditional March Madness ratings surge.
Please Note: The published version of The Ad Supported Gauge has not migrated to the ARF DASH-based media related universe estimates which is planned for the fall. This is significant because this approach, while consistent with previous months of the Gauge, will have different results than production data.
About Nielsen Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences-now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram).
Media Contact: Sarah Muratore, sarah.muratore@nielsen.com
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Streaming sets record high of 46.6% of ad supported TV viewing, driven by Super Bowl and Winter Olympics; overall share of ad supported TV remains steady
