What's Happening?
In August 2025, cable and broadcast television experienced a resurgence in viewership, primarily driven by the return of college football. According to Nielsen's Gauge report, cable TV's share of total U.S. TV viewing increased to 22.5%, up from 22.2% in July, while broadcast networks saw an increase from 18.4% to 19.1%. This marks the first time since April that linear TV outlets have seen an increase in viewership. The Ohio State-Texas game broadcast on Fox was the most-watched linear telecast of the month, attracting 16.6 million viewers. Despite these gains, streaming services still held the largest share of TV viewing at 46.4%, although this was a slight decline from July's 47.3%. The decline in streaming viewership is partly attributed to the start of the school year, which led to a 9% decrease in TV usage among viewers aged 6-17.
Why It's Important?
The increase in viewership for cable and broadcast TV highlights the enduring appeal of live sports, particularly football, as a major draw for traditional television. This trend suggests that while streaming services continue to dominate the market, there remains a significant audience for live sports on traditional platforms. The shift in viewership patterns could influence advertising strategies, as advertisers may seek to capitalize on the increased audience for live sports events. Additionally, the slight decline in streaming viewership indicates that the market may be reaching a saturation point, prompting streaming services to explore new content strategies to maintain their audience.
What's Next?
As the football season progresses, cable and broadcast networks may continue to see increased viewership, potentially leading to higher advertising revenues. Streaming services, on the other hand, may need to innovate and diversify their content offerings to retain and grow their audience. The competition between traditional TV and streaming platforms is likely to intensify, with each seeking to leverage their strengths to attract viewers. Additionally, the impact of the school year on viewing habits may prompt networks and streaming services to adjust their programming schedules to better cater to different audience segments.
