Football Shifts TV Viewing Towards Ad Supported, Nielsen's Q3 2025 Ad Supported Gauge Finds

During this interval, streaming comprised the majority of ad supported TV (46.4%), followed by cable (27.2%) and broadcast (26.4%), per Nielsen.

NEW YORK - December 9, 2025 - Fueled by football season, ad supported TV viewing in Q3 peaked in September, representing 74.7% of overall TV viewership in that month, per Nielsen's new Q3 2025 Ad Supported Gauge. Across the full quarter (06/30/2025 09/28/2025), ad supported TV accounted for 72.9% of overall TV viewing, with streaming capturing 46.4% of the ad-supported viewing total, followed by cable (27.2%) and broadcast (26.4%).

One noteworthy finding across this interval was this: Similar to overall viewing, seasonality can impact the ad supported share of that total. For example, July marked one of the strongest months of the year for streaming consumption due to kids and teens being on summer vacation and a lighter month for ad supported viewing, as streaming offers a wider variety of ad-free options. September, meanwhile, is when the return of live sports - namely football - helps broadcast roar back, increasing the overall share of ad supported viewing.

Those trends were reflected in the data. After peaking in July with 48% of the overall ad supported pie, streaming lost 3.6 share points, representing 44.4% during the September interval, while broadcast gained 4.4 share points, jumping to 29.1% thanks to a strong sports slate. Cable remained fairly consistent over this period.

Another interesting take is when looking at adults 18 and over, this pushes the ad supported share to over three-quarters of television (75.1%) and drops streaming back four share points to 42.4%. These four share points are equally distributed between broadcast and cable, bumping each up by two to 28.4% and 29.2%, respectively.

Now in its third edition, Nielsen's Ad Supported Gauge, an extension of The Gauge , provides the industry with the broadest view of the portion of television that delivers advertising across broadcast, cable and streaming. These new insights provide advertisers and agencies with an essential, up-to-date view of opportunities to connect with consumers across ad-supported platforms.

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: Elaine Wong

elaine.wong@nielsen.com

LINK:	https://www.nielsen.com/news-center/2025/football-shifts-tv-viewing-to...
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