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# Nielsen: ad-supported streaming grows to 48.2%, broadcast keeps sliding
- URL: https://fabric-media.ghost.io/nielsen-ad-supported-streaming-grows-to-48-2-broadcast-keeps-sliding/
- Published: 2026-08-25T23:23:00.000Z
- Updated: 2026-09-01T21:35:49.000Z
- Description: Nielsen’s Q2 2026 Ad-Supported Gauge shows ad-supported streaming rose 1.6% to 48.2% of viewing, while broadcast fell to 26.6% despite carrying the NBA Finals and World Cup. Cable held flat at 25.2%.
- Author: Fabric.Media Editorial
- Tags: Measurement, George Winslow, Mark Mwachiro

**Why it matters.** Buyers gain more leverage to shift live-sports ad budgets from broadcast to ad-supported streaming tiers even when the events themselves air on linear.

*Based on reporting by* [*advanced-television.com*](https://www.advanced-television.com/2026/08/25/data-ad-supported-tv-71-5-share-of-us-viewing-in-q2/?ref=fabric-media.ghost.io) *·* [*tvtechnology.com*](https://www.tvtechnology.com/insights/analysis/major-live-sports-events-bolster-broadcast-viewing-q2-2026?ref=fabric-media.ghost.io) *—* [*George Winslow*](https://fabric-media.ghost.io/tag/by-george-winslow/) *·* [*adweek.com*](https://www.adweek.com/convergent-tv/ad-supported-streaming-keeps-growing-while-broadcast-falls/?ref=fabric-media.ghost.io) *—* [*Mark Mwachiro*](https://fabric-media.ghost.io/tag/by-mark-mwachiro/)*.*