Football Powers Broadcast TV Gains, Streaming Sees Dip In September Viewership
Table of Contents
- 1. Football Powers Broadcast TV Gains, Streaming Sees Dip In September Viewership
- 2. Broadcast Television’s Unexpected Rise
- 3. Streaming’s Slight Retreat
- 4. The Combined Linear Landscape
- 5. The Evolving Media Consumption Landscape
- 6. Frequently Asked Questions About TV Viewership
- 7. How are advertisers adapting their strategies to account for the plateauing of rapid streaming growth indicated in the September 2025 nielsen Gauge?
- 8. Nielsen’s September 2025 Gauge ratings: A Extensive Overview of Viewer Insights and Advertising impact
- 9. the Shifting Landscape of TV Viewing in September 2025
- 10. Key Findings from the September 2025 Nielsen Gauge
- 11. Deeper Dive: Genre Performance & Viewer Demographics
- 12. advertising Impact: Shifting Budgets and ROI
- 13. The FAST Channel Phenomenon: A New Chance for Advertisers
A recent analysis of television consumption reveals a dramatic resurgence for broadcast television in September 2025, driven largely by the return of football season. This marks a noteworthy shift in the media landscape, as streaming services experienced a concurrent, albeit slight, decrease in viewership. The findings,released by Nielsen,present a complex picture of how audiences are engaging with content.
Broadcast Television’s Unexpected Rise
September witnessed an remarkable 3.2% increase in viewership for traditional broadcast television, reaching a total share of 22.3%. This represents the largest monthly gain in the history of Nielsen’s ongoing Gauge report. The primary catalyst for this increase was the highly anticipated return of both National Football League (NFL) and college football games.
Sports programming accounted for a remarkable 33% of all broadcast viewership during the month, a considerable jump from the 11% recorded in August. Fifteen NFL games across CBS, Fox, and NBC achieved higher ratings than the most-watched broadcast of the previous month, with the top-performing game more than doubling the previous peak audience.
Streaming’s Slight Retreat
Despite remaining the dominant force in television viewing, streaming services experienced a minor downturn in September. Total streaming usage declined by 1.2%, settling at a 45.2% share. Analysts attribute this decrease, in part, to the absence of significant live sports events on major streaming platforms.
YouTube continues to lead the streaming market, capturing 12.6% of all streaming viewership, although this represents a decrease from August’s 13.1%. Netflix followed closely behind with 8.3%, also experiencing a slight decline. the Disney suite of streaming services (disney+, ESPN+, Hulu) accounted for 4.5%, while Amazon’s prime Video maintained a steady 3.9%.
The Combined Linear Landscape
The combination of broadcast and cable television-frequently enough referred to as “linear” television-showed a collective increase of 3% in September, reaching a combined share of 44.6%. Both broadcast and cable contributed equally to this overall gain, each holding a 22.3% viewership share.
Cable television saw a marginal decline of 0.2%, yet benefited from the presence of live NFL games, notably Monday Night Football on ESPN and an international NFL game on NFL Network. Interestingly, cable news consumption surged by 9%, accounting for over a quarter of the category’s total viewership during the month.
Did You Know? According to deloitte’s 2024 Digital Media Trends survey, 86% of US households now subscribe to at least one streaming video service.
| Platform | September 2025 Share (%) | August 2025 Share (%) | Change |
|---|---|---|---|
| Broadcast | 22.3 | 21.6 | +3.2% |
| Cable | 22.3 | 22.7 | -0.2% |
| Streaming | 45.2 | 46.4 | -1.2% |
| Other | 10.2 | 12.0 | -1.8% |
The “Other” category, encompassing a range of smaller platforms, experienced the most significant decline, falling by 1.8% to reach a 10.2% share.
Pro Tip: Advertisers are increasingly leveraging the resurgence of broadcast television to reach large, engaged audiences during live sporting events.
These shifts in viewership highlight the enduring appeal of live events-particularly sports-and suggest that traditional television is not becoming obsolete, but rather evolving to coexist with the growing streaming landscape.
What impact will these trends have on future media investment strategies? and how will streaming services adapt to compete with the draw of live sports?
The Evolving Media Consumption Landscape
The dynamic interplay between broadcast, cable, and streaming represents a fundamental shift in how consumers access and engage with entertainment. For decades, broadcast and cable television dominated the media landscape. Though, the rise of streaming services has disrupted this traditional model, giving viewers greater control over what they watch and when they watch it.
The key to success in this evolving environment lies in understanding audience preferences and adapting content strategies accordingly. Live events, such as sports and news, continue to draw large audiences in real-time, while on-demand streaming services cater to viewers seeking convenience and personalized experiences. Future media strategies will likely involve a hybrid approach, leveraging the strengths of both traditional and digital platforms.
Frequently Asked Questions About TV Viewership
The primary driver is the return of live sports, particularly NFL and college football, which attract large, engaged audiences.
A lack of significant live sports offerings on major streaming platforms is contributing to the slight decrease in streaming usage.
Streaming currently accounts for 45.2% of total television viewership,making it the dominant force in the market.
cable television is experiencing a marginal decline, but benefits from live sports and a surge in cable news consumption.
The future of television is likely to involve a hybrid approach, combining the strengths of both traditional and digital platforms.
Live events like sports attract substantial audiences in real time and are a key driver of viewership for traditional television.
This marks a significant shift, as streaming has consistently grown in recent years, making the broadcast increase notable.
How are advertisers adapting their strategies to account for the plateauing of rapid streaming growth indicated in the September 2025 nielsen Gauge?
Nielsen’s September 2025 Gauge ratings: A Extensive Overview of Viewer Insights and Advertising impact
the Shifting Landscape of TV Viewing in September 2025
Nielsen’s September 2025 Gauge ratings paint a captivating picture of how Americans are consuming video content. the data reveals a continued fragmentation of viewership,with conventional linear TV losing ground to streaming services,but not at the rate predicted just a few years ago.This month’s report highlights key trends in TV ratings, streaming viewership, and the evolving impact on advertising spend. Understanding these shifts is crucial for media buyers, content creators, and anyone invested in the future of television.
Key Findings from the September 2025 Nielsen Gauge
The nielsen Gauge, which measures total TV usage across linear and streaming platforms, showed the following significant data points for September 2025:
* Streaming’s Share: Streaming accounted for 38.7% of total TV time, a 2.1% increase year-over-year, but a slight dip from August 2025’s 39.2%.This suggests a potential plateauing of rapid streaming growth.
* Linear TV’s Resilience: Broadcast television held a 24.5% share, while cable remained at 21.8%. While still declining, the rate of decline is slowing, indicating a continued, albeit diminishing, relevance of traditional TV.
* Top Streaming Platforms: Netflix led the streaming pack with 14.2% of streaming viewing time, followed by disney+ (8.9%),and Hulu (7.5%). Amazon Prime Video and Max continued to battle for third place, with Amazon edging ahead at 6.8% versus Max’s 6.3%.
* live Sports Dominance: Live sports remain a powerful draw for linear TV. NFL games consistently ranked among the most-watched programs, demonstrating the enduring appeal of live events. The MLB playoffs also saw a significant boost in viewership.
* Rise of FAST Channels: Free Ad-Supported Streaming Television (FAST) channels, like Pluto TV and Tubi, experienced a 15% increase in viewership, driven by cost-conscious consumers seeking free entertainment options.
Deeper Dive: Genre Performance & Viewer Demographics
Analyzing viewership by genre reveals further insights.
* Drama Series: drama series continue to perform strongly on both linear and streaming platforms.Nielsen data shows a correlation between critically acclaimed dramas and increased viewership across platforms.
* Reality TV: Reality TV remains a consistent performer, particularly among younger demographics (18-34). Shows like The Voice and Survivor continue to draw significant audiences.
* Comedy: Comedy viewership is more fragmented, with streaming services offering a wider range of options. Stand-up specials on netflix and Hulu are gaining traction.
* News Consumption: News viewership remains relatively stable, with a slight increase during major news events.However, younger viewers are increasingly turning to digital sources for news.
Demographic Breakdown:
* 18-34: Heavily skewed towards streaming, with a preference for short-form content and reality TV.
* 35-54: A more balanced mix of linear and streaming, with a strong interest in drama and live sports.
* 55+: Still predominantly linear TV viewers, but increasingly adopting streaming services for specific content.
advertising Impact: Shifting Budgets and ROI
The September 2025 Gauge ratings have significant implications for advertising effectiveness and media planning.
* Shift to Streaming Ads: Advertisers are increasingly shifting their budgets to streaming platforms to reach younger, cord-cutting audiences. Programmatic advertising on streaming services is becoming more sophisticated, allowing for targeted ad delivery.
* Linear TV Still Valuable: Despite the decline, linear TV remains a valuable channel for reaching mass audiences, particularly during live events.
* The Rise of CTV/OTT Advertising: Connected TV (CTV) and Over-The-Top (OTT) advertising are experiencing rapid growth, offering advertisers a more targeted and measurable option to traditional TV advertising.
* Measuring Cross-Platform Effectiveness: A key challenge for advertisers is measuring the effectiveness of campaigns across multiple platforms. Nielsen’s cross-platform measurement solutions are becoming increasingly significant.
* Impact of Ad Frequency: Nielsen data suggests that excessive ad frequency can negatively impact brand perception. Finding the right balance between reach and frequency is crucial.
The FAST Channel Phenomenon: A New Chance for Advertisers
The growth of FAST channels presents a unique opportunity for advertisers. These channels offer a cost-effective way to reach a large audience with targeted advertising.
* Lower CPMs: FAST channels typically have lower CPMs (cost per thousand impressions) than traditional TV or premium streaming services.
* Targeted Advertising: Many FAST channels offer targeted advertising options based on genre, demographics, and viewing