Nielsen: September Football Blitz Leads to Historic Monthly Spike in Broadcast Viewership

Broadcast Booms with 20% Uptick vs. August, Achieving Largest Monthly

Increase in History of Nielsen's The Gauge's

NFL Games Dominate, Represent Top 15 Broadcast Telecasts (FOX, CBS, NBC)

and Top 5 Cable Telecasts (ESPN, NFL Network)

Netflix Original Wednesday' Leads Streaming Titles with 7 Billion Minutes

NEW YORK - October 21, 2025 - Broadcast viewership came roaring back in September

as football drove an unprecedented monthly spike in watch-time for the category,

according to Nielsen's monthly report of The Gauge , the media industry's leading

snapshot of total TV and streaming consumption. Time spent watching broadcast

programming shot up 20% month-over-month (compared to +3% across all TV) to

generate an impressive gain of 3.2 share points, notching the largest monthly increases in

volume and share for any category in The Gauge since tracking began in May 2021. On

top of that, broadcast concluded September with 22.3% of overall television viewing,

which put it ahead of the cable category on an unrounded basis for the first time ever in

The Gauge.

The record jump for broadcast was attributable to NFL and college football, as sports

viewership tripled to represent 33% of broadcast's total in September, versus 11% in

August. In fact, 15 telecasts this month-all NFL games, across CBS, FOX and

NBC-outpaced last month's most-watched telecast, with September's biggest audience

more than doubling it.

On cable, sports viewership increased by 11% in September, and NFL games also

dominated the category's most-watched telecasts. The top five cable telecasts this month

included four Monday Night Football games on ESPN, plus the first international NFL

game of the season on NFL Network. The primary driver of September cable viewing,

however, was news, which increased 9% and represented over a quarter of the

category's viewing total.

Notably, viewing gains for broadcast and cable were driven primarily by younger

audiences, indicating strong engagement with the expanded sports slate. The largest

monthly increases for both categories came from 25-34 year-olds, as broadcast viewing

among that group climbed 65%, and cable viewing was up 16%.

Streaming continued to dominate TV usage and owned 45.2% of total watch-time in

September. The impact of football extended into streaming this month as well, most

notably with Amazon Prime Video. The streamer notched its most-watched NFL Thursday

Night Football game ever on the platform on September 11, as the Commanders-Packers

matchup generated over 3 billion minutes viewed.

The summer cooldown was clear, however, with fewer high-profile content releases to

suggest a strategic shift by streamers. This was further evidenced by a reduced number

of billion-minute titles in Nielsen's weekly Streaming Top 10, where a streaming-heavy

July saw 18 titles exceed one billion weekly viewing minutes, compared to 10 titles in

September. Nevertheless, the Netflix original series Wednesday separated itself from the

pack, dominating streaming titles with over 7 billion viewing minutes across the month.

Wednesday's total nearly doubled that of the No. 2 title, Netflix movie KPop Demon

Hunters, which continued its run and drew 3.6 billion minutes. Even with this strong

performance, Netflix dropped back slightly, losing -0.4 share points to finish with 8.3% of

TV.

Although YouTube continued to feel the back-to-school impact from 6-17 year-olds,

declining 2% versus August, it remained the most-watched streaming platform and

represented 12.6% of television viewing in September.

The September 2025 interval spanned four weeks, from 09/01/2025 through 09/28/2025.

Nielsen reporting follows the broadcast calendar, with weekly intervals beginning on

Monday

--

About The Gauge The Gauge is Nielsen's monthly snapshot of total broadcast, cable and streaming consumption that occurs through a television screen, providing the industry with a holistic look at what audiences are watching. The Gauge was expanded in April 2024 to include The Media Distributor Gauge, which reflects total viewing by media distributor across these categories. Read more about The Gauge methodology and FAQs.

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).

Press Contact Lauren Pabst

lauren.pabst@nielsen.com

LINK:	https://www.nielsen.com/news-center/2025/nielsen-september-football-bl...
	See more stories from arbitron

More from Nielsen