During this period, streaming accounted for the majority of ad-supported TV (45.6%), followed by broadcast TV (29.6%) and cable TV (24.8%).
Advertising-supported television viewing increased 9% compared to the previous quarter.
New York – February 4, 2026 – According to the Q4 Ad Supported Gauge just published by Nielsen, television will be supported in the fourth quarter of 2025 from advertising it represented 74.2% of the total television audience.
This percentage marked the maximum peak reached by the vehicle during the entire 2025.
Compared to the third quarter of 2025, ad-supported viewing also increased 9%, outpacing the 7% increase in total television viewing, driven by football and young adults.
Audiences spent 45.6% of ad-supported viewing time on streaming, 29.6% on broadcast television, and 24.8% on cable television. In the fourth quarter, broadcast television saw the largest quarterly increase of all ad-supported viewing categories throughout 2025, up 22% and up 3.2 percentage points. Football was a major driver of broadcast television, with a 135% increase in sports ratings, nearly doubling the third quarter’s share in the category to 34%.
Overall, the ad-supported broadcast category saw the largest increase among 25-34 year olds (up 41%), but key demographic groups of 18-49 year olds and 25-54 year olds also saw increases of 31% and 29% respectively.
Now in its fourth year, Nielsen’s Ad Supported Gauge, an extension of The Gauge™, gives the industry the broadest view of the share of television advertising across broadcast, cable and streaming networks. This new information provides advertisers and agencies with essential, up-to-date insight into opportunities to connect with consumers across advertising-supported platforms.
About Nielsen
Nielsen is a world leader in audience measurement, data and analytics. Through our knowledge of people and their behaviors across all channels and platforms, we provide our clients with independent, actionable insights, so they can connect and engage with their global audiences, now and in the future. To learn more, visit www.nielsen.com and reach out to us on social media(X, LinkedIn, YouTube, Facebook e Instagram).
Elaine WongNielsen Communications
elaine.wong@nielsen.com
