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# Sports lifts broadcast share even as streaming widens its lead
- URL: https://fabric-media.ghost.io/sports-lifts-broadcast-share-even-as-streaming-widens-its-lead/
- Published: 2026-08-26T16:32:20.000Z
- Updated: 2026-09-01T21:35:49.000Z
- Description: Live sports gave broadcast a rare share gain — up 0.6 points to 26.6% on NBA playoffs and early World Cup coverage. But streaming widened its ad-supported lead to 48.2%, per Nielsen’s Q2 gauge, with cable flat at 25.2%.
- Author: Fabric.Media Editorial
- Tags: Measurement, Lucas Manfredi, George Winslow

**Why it matters.** Broadcast sellers can point to live sports as the one lever that still pulls share back from streaming, strengthening the case for premium sports ad pricing.

*Based on reporting by* [*nielsen.com*](https://www.nielsen.com/news-center/2026/major-live-sports-events-bolster-broadcast-in-nielsens-q2-2026-ad-supported-gauge/?ref=fabric-media.ghost.io) *·* [*thewrap.com*](https://www.thewrap.com/industry-news/business/ad-supported-tv-viewership-broadcast-streaming-cable-nielsen-q2-2026/?ref=fabric-media.ghost.io) *—* [*Lucas Manfredi*](https://fabric-media.ghost.io/tag/by-lucas-manfredi/) *·* [*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/) *·* [*advanced-television.com*](https://www.advanced-television.com/2026/08/26/data-ad-supported-tv-71-5-share-of-us-viewing-in-q2/?ref=fabric-media.ghost.io)*.*