What drove ad-supported TV viewing to a new high in 2025?

Ad-supported TV viewing reached a new high in 2025 primarily driven by sports, especially football, and younger viewers.

How did broadcast television perform in Q4 2025?

Broadcast television saw the largest quarterly jump in Q4 2025, rising 22% and adding 3.2 share points.

Which streaming distributor led TV usage in December 2025?

YouTube led TV usage in December 2025 with a 12.7% share.

Home / Business and Economy / Football Fuels TV Ads to Record Highs

Football Fuels TV Ads to Record Highs

4 Feb

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Summary

Ad-supported TV viewing reached a 2025 high, driven by football.
Broadcast TV saw a 22% quarterly jump, boosted by sports.
YouTube led streaming distributors in December 2025 viewership.

Ad-supported television viewing achieved a new high in 2025, capturing 74.2% of total viewership in the fourth quarter. This growth was significantly fueled by sports, particularly football, which drove an impressive 135% surge in sports viewing.

Broadcast television experienced the most substantial quarterly growth, rising 22% in the fourth quarter. Football's popularity was a key factor, nearly doubling broadcast's sports viewing share to 34% and boosting overall ad-supported viewing.

Younger demographics, especially viewers aged 25-34, showed the largest increase in ad-supported broadcast viewership at 41%. Adults aged 18-49 and 25-54 also saw significant gains.