How did the return of NFL and college football impact TV viewership in September 2025?

The return of football in September 2025 drove double-digit viewership spikes for major broadcast networks, including Disney, Fox, NBCUniversal, and Paramount.

Which network saw the largest viewership growth in September 2025?

Fox saw the largest viewership growth, with a 20% jump in viewing, or a 1.2 share point gain, finishing the month with 7.9% of total TV watch time.

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Football Fever Drives Broadcast TV Viewership Surge in September

Q: How did the football audiences benefit the broadcasters' non-sports content in September 2025?

The massive football audiences provided broadcasters the opportunity to promote their new, non-sports content slates, setting the stage for more premieres in the months ahead.

28 Oct

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Summary

Broadcast TV viewership spiked in September due to return of football
Disney, Fox, NBCUniversal, and Paramount saw double-digit viewership gains
YouTube remained the top distributor with 12.6% of total TV watch time

Football Fever Drives Broadcast TV Viewership Surge in September

The month of September 2025 saw a significant boost in TV viewership, primarily driven by the return of football. Major broadcast networks, including Disney, Fox, NBCUniversal, and Paramount, experienced double-digit spikes in viewership, with Fox leading the charge with a 20% increase.

Disney added 1 share point, climbing to 10.7% of total TV viewership, with ESPN accounting for half of the network's share. NBCUniversal also gained 1 share point, reaching 8.6% of TV viewership, while Paramount saw an 11% bump, finishing the month at 7.7%.

The broadcast affiliates of these networks also saw substantial gains, with Fox leading the pack with a 59% viewership increase, followed by NBC (37%), CBS (29%), and ABC (24%). These football audiences provided broadcasters with the opportunity to promote their new, non-sports content slates, setting the stage for more premieres in the months ahead.