Advert-supported platforms accounted for 73.6% of TV viewing within the second quarter of 2025, a rise of 1.2 share factors, in comparison with non-ad supported platforms 26.4% share, per Nielsen’s Advert-Supported Gauge.
The positive aspects got here from streaming, which picked up 2.9 share factors and completed the quarter with 45.3% of ad-supported TV viewing, with the bulk (2.7 share factors) shifting from broadcast and the rest (0.2 share factors) given up by cable. Streaming releases throughout the quarter included new seasons of “Love Island USA,” “Squid Recreation” and “Ginny & Georgia,” in addition to just lately re-released sequence similar to “Animal Kingdom” and “Blindspot.”
The cable class, which completed the quarter with an ad-supported TV share of 28.7%, benefitted from a robust information cycle in addition to broad protection of the NBA playoffs. In the meantime, broadcast fell to an ad-supported share of 26%.
The most recent information marks the second installment of the ad-supported gauge. Within the first quarter of 2025, ad-supported streaming made up 72.4% of TV viewing, whereas broadcast and cable every accounted for round 28%.
It comes as streaming reached a historic milestone in Might, with the class’s share of whole TV utilization surpassing the mixed share of broadcast and cable for the primary time ever. In June, streaming prolonged its positive aspects, with broadcast viewership falling beneath 20% for the primary time. Netflix additionally broke into the highest three in Nielsen’s media distributor gauge for the primary time, although YouTube continued to increase its lead over the streamer and its legacy media rivals, ending the month with 12.8% of TV viewing.
General, viewership was down 9% from the earlier quarter, whereas ad-supported viewership was down 8%. Advert-supported broadcast fell 16% and ad-supported cable fell 8%, whereas ad-supported streaming was flat.
