Streaming Reigns Supreme: Nielsen's Insights on Ad-Supported TV Viewing Trends in Q3 2025
In the third quarter of the year, streaming dominated ad-supported TV viewing, accounting for 46.4%, followed by cable at 27.2% and broadcast at 26.4%, according to Nielsen's latest report. The peak of ad-supported TV viewing occurred in September, with 74.7% of overall TV viewership for that month.
Throughout the entire quarter from June 30, 2025, to September 28, 2025, ad-supported TV viewing made up 72.9% of total TV viewing. Streaming was the leading platform, capturing 46.4% of ad-supported viewing, with cable and broadcast following closely behind at 27.2% and 26.4%, respectively.
Nielsen's data revealed that seasonality plays a significant role in the distribution of ad-supported TV viewing. For instance, July saw a surge in streaming consumption due to summer vacation, while September experienced a boost in broadcast viewing, particularly with the return of live sports like football.
The trends observed in the data showed fluctuations in the share of ad-supported TV viewing. Streaming peaked in July at 48% but decreased to 44.4% by September, while broadcast gained 4.4 share points, reaching 29.1% during the same period. Cable remained relatively stable throughout the quarter.
An interesting finding from Nielsen's report was that among adults 18 and over, the ad-supported share of TV viewing increased to 75.1%, pushing streaming back to 42.4%. This shift distributed four share points equally between broadcast and cable, elevating their shares to 28.4% and 29.2%, respectively.
In conclusion, the third quarter of 2025 showcased the dominance of streaming in ad-supported TV viewing, with seasonality and live sports contributing to fluctuations in viewership shares across different platforms. The data highlights the dynamic nature of TV consumption patterns and the impact of various factors on audience preferences.