Overview
- Broadcast’s share rose to 22.9% in October, up 0.6 points month over month, with network TV capturing 27.3% on Sundays versus 22.0% Monday through Saturday for a 5.3‑point lift.
- Streaming remained the largest category at 45.7% of viewing and grew month to month, as Prime Video reached 6.4% of TV usage on Thursdays with Thursday Night Football.
- Through Week 10, the NFL averaged 17.6 million viewers per window, up 7% year over year and the league’s strongest start at this point since 2015.
- Season‑to‑date NFL telecasts have generated an estimated $2.09 billion in ad sales, supported by elevated in‑game unit pricing across TV platforms.
- NBC’s Week 6 Lions–Chiefs averaged 27.3 million across all media, but removing non‑Nielsen streaming estimates shifted the October TV‑only lead to CBS by 2.28 million viewers.