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2mo ago

Football Lifts Broadcast TV to Biggest Monthly Gain Since 2021, Topping Cable in September

Streaming still captured the largest share of TV time at 45.2%, underscoring that the football surge reflects seasonal viewing rather than a shift in dominance.

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Overview

  • Broadcast viewing rose 20% from August to September, the largest month-over-month jump recorded by Nielsen’s Gauge since its 2021 launch.
  • Sports accounted for 33% of broadcast viewing in September after 11% in August, with NFL games filling the top 15 broadcast telecasts and the top five on cable.
  • Broadcast and cable each finished at 22.3% share, with broadcast edging cable by mere hundredths of a point on an unrounded basis.
  • YouTube led all streaming platforms at 12.6% of total TV time while Netflix slipped to 8.3%, and only 10 streaming titles surpassed 1 billion weekly minutes.
  • Amazon’s Thursday Night Football notched its best performance on Sept. 11 with more than 3 billion minutes viewed, and Netflix’s Wednesday topped streaming with over 7 billion minutes for the month.