Fabric.Media
Subscribe

Nielsen: ad-supported streaming grows to 48.2%, broadcast keeps sliding

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%.

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 · tvtechnology.com — George Winslow · adweek.com — Mark Mwachiro.

All gas. No brake. Free.

What’s happening, why it matters, who reported it, who followed, and how the story develops. Free with a reader account. Unsubscribe any time.

Continue free →

More from Measurement

All →

SAGE data: FanDuel’s NFL ads split hard by viewer age

iSpot’s SAGE analyzed FanDuel’s 2025-26 NFL creative and found the top five ads scored well above the brand’s all-time Likeability average of 516, but reception diverged sharply by age group.

Nielsen tightens local TV currency with four methodology upgrades

Nielsen has activated four local TV methodology changes into its currency data ahead of the 2026/2027 broadcast season.

FreeWheel adds Truthset data ratings to its ad buying platform

FreeWheel is integrating Truthset’s audience data evaluations into its programmatic advertising platform for connected TV. The move lets advertisers configure data accuracy at the point of buying rather than checking quality after impressions are already delivered.