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Streaming Viewership Dips as Broadcast and Cable See a Surge in August
Table of Contents
- 1. Streaming Viewership Dips as Broadcast and Cable See a Surge in August
- 2. Teh Rise of Linear TV
- 3. Streaming service Performance
- 4. What specific factors contributed to the 4.1% decrease in broadcast TV viewership in August 2025?
- 5. Nielsen’s August 2025 Viewer Insights: Unveiling The Gauge Ratings
- 6. The Shifting Landscape of TV Consumption – August 2025 Data
- 7. Linear TV’s Continued Decline: A Detailed Breakdown
- 8. Streaming Services Surge: Key Players and Growth Metrics
- 9. The Rise of FAST Channels: A New Contender
- 10. Demographic Trends: Who’s Watching What?
- 11. Impact on Advertising: A Changing Game
- 12. Nielsen’s Gauge: Methodology and Future Outlook
Los Angeles, CA – september 20, 2025 – After months of steady gains, streaming services experienced a slight decrease in viewership during August while customary television – broadcast and cable – showed surprising increases, according to new data from Nielsen‘s Gauge. This shift signals a potential course correction as live events, notably college football, pull viewers back to traditional television.
Teh Rise of Linear TV
The study revealed that while streaming continues to be the most popular way to watch, accounting for 46.4% of total TV time, it saw a 0.9% decline. This contrasts with recent trends revealing a growing number of consumers opting in live viewing options.
Broadcast television experienced a 0.7% jump in viewership to 19.1%, while cable saw a 0.3% increase finishing at 22.5%. The combination of both linear television options closed the gap in viewership with streaming, decreasing from a 6.7% difference, to 4.8% in August.
Streaming service Performance
Within the streaming landscape, YouTube led the way, reaching 13.1% of all streaming viewing, which decreased by 0.3% from the previous month.Netflix followed at 8.7%, with a 0.1% decrease.
The Disney suite of platforms (Disney+, ESPN+, and Hulk SVOD) recorded a 4.6% share, also dropping 0.1%. Amazon’s Prime Video saw the only increase amongst top streaming services, going up 0.1% to 3.9%.
roku Channel and Tubi remained steady at 2.8% and 2.2% respectively. Paramount Global’s Paramount+ and PlutoTV combined share remained unchanged at 2%.
NBCUniversal’s Peacock saw a decrease of 0.2%, ending with a 1.4% share. HBO max and Revelation+ also declined by 0.1% to also achieve 1.4%. Other streaming services pulled in 6.4%, while down 0.2% overall.
What specific factors contributed to the 4.1% decrease in broadcast TV viewership in August 2025?
Nielsen’s August 2025 Viewer Insights: Unveiling The Gauge Ratings
The Shifting Landscape of TV Consumption – August 2025 Data
Nielsen’s August 2025 “The Gauge” report paints a fascinating picture of how Americans are consuming video content. The data reveals continued fragmentation,with traditional linear TV losing ground,while streaming services solidify their position as dominant players. This month’s report highlights key trends in TV ratings, streaming viewership, and the evolving habits of the modern viewer. Understanding these shifts is crucial for advertisers, content creators, and anyone invested in the future of television.
Linear TV’s Continued Decline: A Detailed Breakdown
August 2025 saw linear television’s share of total TV time dip to a new low of 28.3%, down 3.2% from august 2024. This decline isn’t uniform across all linear categories:
* Broadcast TV: Experienced a 4.1% decrease, largely attributed to the end of the summer programming season.
* Cable TV: Continued its slow but steady decline, dropping 2.8%. Sports programming remains a key driver of cable viewership,but even that is being impacted by streaming alternatives.
* Public Television: showed a slight resilience, maintaining a relatively stable share, likely due to its focus on educational and non-commercial content.
This ongoing erosion of linear TV viewership underscores the need for traditional networks to adapt and invest in their streaming offerings. Cord-cutting continues to be a significant factor, with more households opting for streaming-only subscriptions.
Streaming Services Surge: Key Players and Growth Metrics
Streaming services collectively captured a record 62.5% of total TV time in August 2025, a substantial increase from 58.7% in the same period last year. Here’s a look at the top performers:
* YouTube TV & Similar vMVPDs: Gained 1.8% share, benefiting from live sports and news offerings.(see https://music.youtube.com/youtube for related content consumption trends).
* Netflix: Remained the overall leader, holding a 21.2% share, driven by a strong slate of original content and continued international expansion.
* disney+: Experienced a 1.5% increase, fueled by new Marvel and Star Wars releases.
* Amazon Prime Video: Saw a modest gain of 0.9%, boosted by its investment in live sports rights, particularly Thursday Night Football.
* Hulu: Maintained a stable share, benefiting from its diverse content library and live TV options.
The rise of streaming video on demand (SVOD) and virtual multichannel video programming distributors (vMVPDs) is reshaping the television landscape.Subscription video is now the preferred method of consumption for a growing segment of the population.
The Rise of FAST Channels: A New Contender
Free Ad-supported Streaming Television (FAST) channels are emerging as a significant force in the streaming market. nielsen reports that FAST channels now account for 8.2% of total TV time, up from 5.5% in August 2024.
* Pluto TV, Tubi, and The Roku Channel are leading the charge, offering a wide range of content without a subscription fee.
* FAST channels are particularly popular among cost-conscious consumers and those seeking niche programming.
* The growth of FAST channels is creating new opportunities for advertisers to reach targeted audiences.
Demographic Trends: Who’s Watching What?
Nielsen’s data also reveals important demographic trends:
* Younger Viewers (18-34): Heavily favor streaming services, with over 85% of their TV time dedicated to streaming.
* Older Viewers (65+): Still watch a significant amount of linear TV, but are increasingly adopting streaming services as well.
* Hispanic Viewers: Demonstrate a higher-than-average engagement with both Spanish-language linear channels and streaming platforms.
Understanding these demographic nuances is essential for tailoring content and advertising strategies. Targeted advertising is becoming increasingly critically important in the fragmented video landscape.
Impact on Advertising: A Changing Game
The shift in viewership patterns is having a profound impact on the advertising industry.
* Addressable TV advertising is gaining traction,allowing advertisers to target specific households with personalized ads.
* Programmatic advertising is becoming more prevalent in the streaming space, enabling automated ad buying and optimization.
* Advertisers are increasingly investing in connected TV (CTV) advertising to reach cord-cutters and cord-nevers.
The need for accurate TV measurement is more critical than ever.Nielsen is continuously refining its methodologies to provide advertisers with reliable data on viewership and ad effectiveness.
Nielsen’s Gauge: Methodology and Future Outlook
Nielsen’s “The Gauge” is a monthly report that measures total TV usage in the United States. It combines data from Nielsen’s national panel with data from digital streaming services. The report provides a comprehensive view of the video consumption landscape, helping industry stakeholders make informed decisions.
Looking ahead, Nielsen expects the trend towards streaming to continue. The company anticipates that streaming services will surpass linear TV in total TV time by early 20