Nielsen’s latest Ad Supported Gauge shows that content featuring ads accounted for 73.6% of total TV viewing in the second quarter of 2025. That’s a 1.2 point increase from Q1, highlighting a steady rise in the share of television that delivers advertising across broadcast, cable, and streaming platforms.
Even as ad-supported share grew, overall TV usage declined. Total viewing dropped 9% quarter over quarter, while viewing of ad-supported content fell 8%. Broadcast TV took the sharpest hit, declining 16%. Ad-supported cable was down 8%. Meanwhile, ad-supported streaming held steady.
Streaming Holds the Top Spot in Ad-Supported Viewing
Among ad-supported formats, streaming now makes up the largest share. It accounted for 45.3% of ad-supported TV time in Q2, up from 42.4% in Q1. Much of that growth came from viewers shifting away from broadcast channels during the traditional spring hiatus. Cable’s share landed at 28.7%, and broadcast accounted for 26%.
Streaming platforms benefited from a mix of new releases and ongoing interest in familiar titles. Popular shows like Love Island USA, Squid Game, and Ginny & Georgia drew consistent attention, while re-released series such as Animal Kingdom and Blindspot added volume. On the cable side, NBA and NHL playoff coverage helped maintain engagement during an otherwise soft quarter.
What Advertisers Should Take Away
Ad-supported content continues to dominate the TV landscape, even as total viewership trends downward. Streaming leads the charge, offering scale and consistent engagement for marketers focused on digital environments.
At the same time, linear TV still has strategic value. Broadcast remains a strong channel for mass reach, and cable continues to deliver loyal audiences for live sports and news.
Nielsen’s Ad Supported Gauge, now in its second quarter, gives marketers a clearer picture of where viewers are spending their time. With detailed breakdowns across platforms, advertisers can better allocate spend as they plan for fall 2025 campaigns.
