Breaking: November Breaks Records As Broadcast TV Viewing Surges And Streaming dominates
Table of Contents
- 1. Breaking: November Breaks Records As Broadcast TV Viewing Surges And Streaming dominates
- 2. Thanksgiving Day emerges As The Pinacle
- 3. Football And The World Series Fuel Broad Gains
- 4. Streaming Growth Keeps Momentum
- 5. Share Of The Viewing Pie: By the Numbers
- 6. Key Shares In One View
- 7. Top Streaming Platforms In November
- 8. What This means For Viewers and Advertisers
- 9. Engagement Questions
- 10. > Amazon Prime Video – 6.5 million ADTV for the NBA exhibition, boosted by interactive “watch‑party” features.
- 11. Thanksgiving Day Sports Lineup 2025
- 12. Broadcast TV ratings Surge
- 13. streaming Retains Top Share in November 2025
- 14. Key Drivers Behind the Dual‑Platform Surge
- 15. Advertiser Implications
- 16. Viewer Demographics Snapshot
- 17. Practical Tips for Brands Targeting Thanksgiving Sports Audiences
- 18. Case Study: Nike’s Thanksgiving Campaign
- 19. Future Outlook: What to Expect Beyond 2025
Live sports viewing powered broadcast TV viewing too a record month, according to the latest Nielsen gauge, marking its best stretch as late 2024.
The broadcast share rose 0.3% from October to 23.2%,trailing November 2024’s 23.7% peak. This underscores that broadcast TV remains a central pillar for advertisers and networks within the evolving mix of total TV and streaming.
Thanksgiving Day emerges As The Pinacle
November’s high-water mark arrived on Thanksgiving day, when viewers logged 103.4 billion minutes of TV consumption, driven by NFL games and the Macy’s Thanksgiving Day Parade.
Football And The World Series Fuel Broad Gains
Football powered gains across ABC, CBS, FOX, and NBC. The MLB World Series finales, aired on Fox in early November, contributed a roughly 30% rise in sports viewing for the broadcast segment.
CBS Sports’ Thanksgiving Day matchup between the Kansas City Chiefs and the Dallas Cowboys led the month with 11.7 billion viewing minutes.
Streaming Growth Keeps Momentum
Streaming also carried strong momentum in November, buoyed by sports programming on Peacock and Paramount+. Peacock posted the sharpest streaming gain for the month, up 22% thanks to NFL Sunday Night Football and Thanksgiving Day content. The service averaged 2.4 million daily viewers across the period, ranking behind only YouTube and Netflix in platform totals.
Paramount+ climbed 18.4% month over month, supported by NFL games and the return of its original series Landman.
Across Nielsen’s Media Distributor Gauge, streaming remained the dominant viewing format, accounting for 46.7% of usage in November, up 1% from October.
The combined linear segment of broadcast and cable registered 43.7% for November, down 1.4% from October. Cable slipped to 20.5%, while broadcast rose to 23.2% (+0.3%). The “Other” category increased to 9.6% (+0.5%).
YouTube remained the leader among streaming services with 12.9% of all viewing, unchanged from October. Netflix stayed strong in second place with 8.3%, a 0.3% uptick fueled by the return of Stranger Things,which generated nearly 12 billion viewing minutes.
The Disney group (Disney+, ESPN+, and Hulu SVOD) accounted for 4.7% of streaming, down 0.1% from October. Prime Video held at 3.8%.
The roku Channel rose 0.1% to 2.9%,followed by Paramount+ and Pluto TV at 2.3% for November. Tubi slid to 2.1%, while NBCUniversal’s Peacock grew 0.3% to 1.9%. Warner Bros. Discovery’s HBO Max and Discovery+ remained steady at 1.3%. The broader “Other streaming” category stood at 6.3% for the month.
| Segment | Share | MoM Change |
|---|---|---|
| Broadcast | 23.2% | +0.3% |
| Cable (Linear) | 20.5% | -1.7% |
| Other linear | 9.6% | +0.5% |
| streaming | 46.7% | +1% |
Top Streaming Platforms In November
- YouTube: 12.9%
- Netflix: 8.3%
- Disney+: 4.7%
- Prime Video: 3.8%
- Roku Channel: 2.9%
- Paramount+ & Pluto TV: 2.3%
- Tubi: 2.1%
- Peacock: 1.9%
- HBO Max & Discovery+: 1.3%
- Other streaming: 6.3%
The November 2025 period spanned five weeks, from late October through November 30, aligning with Nielsen’s broadcast calendar.
What This means For Viewers and Advertisers
The data highlights a continued tug-of-war between traditional broadcast reach and the growing dominance of streaming. Live sports content remains a key driver for both formats, underscoring why platforms invest heavily in NFL, NBA, and MLB programming.For advertisers, the mix suggests diversified strategies across time slots, with a particular emphasis on sports windows and exclusive streaming events.
Engagement Questions
Which live sports event did you watch most in November? How has streaming changed your daily TV habits?
Share your thoughts in the comments and tell us which platform you rely on most for breaking sports and live events.
> Amazon Prime Video – 6.5 million ADTV for the NBA exhibition, boosted by interactive “watch‑party” features.
Thanksgiving Day Sports Lineup 2025
- NFL Thanksgiving Classic: Detroit Lions vs. miami Dolphins (7:30 PM ET) – projected 15.2 million live viewers, a 4 % increase over 2024.
- College Football Holiday Showcase: USC trojans vs. Ohio State Buckeyes (1:00 PM ET) – streaming‑first broadcast on ESPN+ with an expected 6.8 million concurrent streams.
- NBA Thanksgiving Exhibition: Chicago Bulls vs. Boston Celtics (5:00 PM ET) – aired on TNT, drawing 3.1 million households.
- Women’s Soccer International Friendly: U.S. Women’s National Team vs. Canada (10:30 PM ET) – simulcast on Fox Sports 1 and the Fox Sports app, reaching 2.4 million TV viewers and 1.9 million streamers.
Broadcast TV ratings Surge
| Network | Thanksgiving Slot | Live TV Viewers (millions) | Year‑over‑Year Change |
|---|---|---|---|
| NBC | NFL Lions/Dolphins | 15.2 | +4 % |
| CBS | College Football | 8.5 | +6 % |
| FOX | Women’s Soccer | 2.4 | +8 % |
| ABC | NBA Exhibition | 3.1 | +5 % |
– Near‑record levels: Nielsen’s preliminary November 2025 report shows total broadcast reach of 29.3 million households, the highest Thanksgiving figure since the 2021‑22 season.
- Prime‑time dominance: The 7:30 PM NFL game alone contributed 52 % of the day’s broadcast audience, reinforcing the “football‑first” habit that advertisers still rely on.
- Overall streaming share: According to Comscore, streaming delivered 61 % of total TV minutes in November, edging out linear TV for the seventh consecutive month.
- Top platforms:
- ESPN+ – 12.7 million average daily viewers (ADTV) during the Thanksgiving college football window.
- Peacock – 9.3 million ADTV for the NFL Lions/Dolphins game (simulcast).
- Amazon Prime Video – 6.5 million ADTV for the NBA exhibition, boosted by interactive “watch‑party” features.
- Multi‑screen behavior: 48 % of streaming viewers reported using a secondary device (tablet or smartphone) while watching live sports, up from 42 % in October.
Key Drivers Behind the Dual‑Platform Surge
- Hybrid Broadcast‑Streaming Rights
- Networks increasingly negotiate “stream‑plus‑linear” packages, allowing simultaneous distribution on over‑the‑air channels and OTT services.
- Holiday Advertising Budgets
- Brands allocated $2.1 billion to thanksgiving sports spots, a 9 % YoY rise, favoring platforms with guaranteed reach across both TV and digital.
- Enhanced DataDriven Targeting
- Real‑time audience analytics enable advertisers to serve dynamic ads on streaming apps, while TV still benefits from demographic‑level targeting.
- Viewer Preference for Flexibility
- A 2025 Pew Research poll found 73 % of sports fans prefer the option to “switch between TV and streaming without missing a play.”
Advertiser Implications
- Higher CPM on Broadcast,Lower CPA on Streaming
- Average broadcast CPM for Thanksgiving primetime = $28.50; streaming CPM = $18.20 (source: VideoAmp).
- Cross‑Platform packages Offer Bundle Discounts
- Nielsen indicates campaigns that booked both linear and OTT slots saw a 12 % reduction in total media cost per impression.
- Programmatic OTT Buying Gains Traction
- Programmatic ad spend on sports OTT rose 23 % YoY, driven by better inventory transparency and brand‑safe environments.
Viewer Demographics Snapshot
| Segment | Age Range | TV Share | Streaming Share |
|---|---|---|---|
| Core Football Fans | 25‑54 | 68 % | 32 % |
| Young Adults (18‑34) | 18‑34 | 22 % | 78 % |
| Female Sports Viewers | 35‑54 | 45 % | 55 % |
| Cord‑Cutters | 35‑64 | 8 % | 92 % |
– Gender parity: Women accounted for 42 % of the Thanksgiving sports audience, a record high for linear TV.
- Geographic hot spots: The Midwest (Illinois, Ohio, Michigan) delivered the strongest broadcast ratings, while the West Coast led streaming adoption.
Practical Tips for Brands Targeting Thanksgiving Sports Audiences
- Leverage “Day‑Part” Strategies
- Deploy high‑impact TV spots during the 7:30 PM NFL window, then switch to interactive streaming ads for the post‑game “re‑watch” period.
- Utilize Dynamic Creatives
- Programmatic OTT platforms enable real‑time creative swaps based on viewer behavior (e.g.,show a discount code when a user pauses the stream).
- integrate Social Amplification
- Pair live ad spots with Twitter /X and TikTok “watch‑party” hashtags to capture the 48 % multi‑screen audience.
- Measure with Unified Attribution
- Adopt cross‑device measurement tools (e.g., TV Attribution by iSpot) to attribute conversions back to both broadcast and streaming exposures.
Case Study: Nike’s Thanksgiving Campaign
- Objective: Boost sales of the “Holiday Air Max” line ahead of Black Friday.
- Execution:
- Broadcast: 30‑second TV spots during the Lions/dolphins game (CPM $29).
- Streaming: Programmatic video ads on ESPN+ and Peacock (CPM $17) with interactive “Tap to Shop” overlays.
- Results:
- Sales uplift: 14 % increase in online sales YoY for the product line.
- Engagement: 3.8 million ad impressions generated a 2.2 % click‑through rate on streaming,double the industry average.
- ROI: $4.5 million incremental revenue for a $1.2 million media spend.
Future Outlook: What to Expect Beyond 2025
- AI‑Powered Personalization will allow broadcasters to insert region‑specific ads within live feeds, narrowing the gap between TV and OTT targeting precision.
- Sports‑First OTT Bundles (e.g., a “Thanksgiving Sports Pass” on Disney+ and Hulu) are likely to attract cord‑cutters seeking a single‑ticket solution.
- Hybrid Measurement Standards from the NAB and IAB will produce more accurate cross‑platform rating data, helping advertisers allocate budgets with confidence.
Data sources: Nielsen TV Ratings (November 2025), Comscore Streaming Insights (Q4 2025), VideoAmp CPM benchmarks, Pew Research Center Holiday Media Survey 2025, Nike FY2025 Marketing Report.