▶️ Streaming Becomes the New King of Advertising
TV’s ad‑supported model is enjoying its strongest moment yet. According to the Nielsen Ad Supported Gauge report, ad‑supported content accounted for 74.2% of total TV viewing in Q4 2025 — the peak for the entire year.
How viewing time was distributed:
🔸 Streaming: 45.6%
🔸 Broadcast TV: 29.6%
🔸 Cable TV: 24.8%
Interest in ad‑supported TV rose 9% from Q3. The main driver was American football, with sports viewing surging 135%.
Notably, linear broadcast TV is winning back younger viewers: the biggest gain (+41%) came in the 25–34 age group. For advertisers, this is a clear signal — audiences are willing to watch ads in exchange for premium live content and sports.
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