On Tuesday, Nielsen reported that ad-supported content material elevated its share of whole TV viewing in Q2 2025.
Based on Nielsen’s Advert Supported Gauge, which gives the broadest view of the portion of tv that delivers promoting throughout broadcast, cable, and streaming, content material with advertisements viewing accounted for 73.6% of total TV viewing, up +1.2 share factors throughout the second quarter of 2025.
Regardless of the upswing, total TV viewing was down -9% throughout the just-concluded quarter when in comparison with the primary quarter. Viewing of total TV ad-supported content material was additionally down -8% throughout the second quarter.
Advert-supported streaming remained flat quarter to quarter, however declines had been registered in total ad-supported broadcast TV and ad-supported cable TV viewing as they each fell -16% and -8%, respectively.
Nielsen
When trying on the share of ad-supported TV viewing within the whole viewer class, streaming took the most important portion, accounting for 45.3%.
Regardless of the slowdown within the launch of latest titles and flicks, the continued consumption of legacy content material and sports activities gave streaming platforms the sting over linear classes. Cable had 28.7% of the ad-supported TV viewing, because it was buoyed by a robust information cycle and playoff motion within the NBA and NHL.
Lastly, broadcast TV viewing occupied the smallest portion of the ad-supported TV viewing, with 26%. The conclusion of a lot of its titles in late April and Could led to viewers migrating away from these retailers throughout this hiatus interval.
Nielsen
