Ad Supported Viewing Represents 71.5% of TV in Q2
Streaming Captures Over 48% of Ad Supported TV; Cable Holds Steady at 25.2%
NEW YORK – August 25, 2026 – Today, Nielsen released the Q2 2026 edition of the Ad Supported Gauge. Overall in the second quarter, ad supported TV captured a 71.5% share of total viewing, which represents a 1.3 share point decline from the first quarter of the year.
At the category level, broadcast viewing followed its typical seasonal decline from Q1 to Q2, though the drop was softer than the same period last year. Sports programming, notably the NBA playoffs and early World Cup coverage, helped broadcast gain +0.6 share points year-over-year, rising to 26.6% from 26.0% in Q2 2025.
Additional highlights this quarter:
- Streaming continued its upward trajectory, expanding its lead within ad-supported TV by 1.6 share points to reach a 48.2% share. Cable held steady, retaining the 25.2% share it established in the first quarter.
- When shifting the focus from total viewing (Persons 2+) to Adults 18 and older (Persons 18+), traditional TV gains notable ground. The Persons 18+ segment reallocates 3.8 share points away from streaming down to 44.4%, while boosting broadcast to 28.6% (+2.0 points) and cable to 27.0% (+1.8 points).
Please Note: The published version of The Ad Supported Gauge has not migrated to the ARF DASH-based media related universe estimates which is planned for the fall. This is significant because this approach, while consistent with previous months of the Gauge, will have different results than production data.
About Nielsen
Nielsen is a global leader in audience measurement, data and analytics. Through our understanding of people and their behaviors across all channels and platforms, we empower our clients with independent and actionable intelligence so they can connect and engage with their global audiences—now and into the future. Learn more at www.nielsen.com and connect with us on social media (X, LinkedIn, YouTube, Facebook and Instagram).
Media Contact:
Sarah Muratore, sarah.muratore@nielsen.com
