NFL Fuels Broadcast TV Comeback in October

October saw a notable resurgence in broadcast television viewership, primarily fueled by the NFL. This surge led to a 4.3% increase in broadcast viewing from the previous month, capturing a 22.9% total viewership share, the highest since November 2024. Sundays, in particular, showed the most significant viewing shifts, with broadcast absorbing substantial watch time.

Despite this broadcast rebound, streaming services collectively held the largest share of TV viewership at 45.7%, experiencing a 2.4% month-over-month increase. Platforms like Peacock, Paramount+, and Amazon's Prime Video benefited from NFL coverage, while Netflix also saw growth, driven by popular titles. Cable viewership experienced a minor slip in overall share but saw notable gains in sports and feature films.

Cable sports viewership nearly doubled compared to September, and movie viewing increased significantly, likely influenced by the Halloween season. However, cable news, despite remaining the leading cable category, saw a 3% decline from the prior month. The month's viewing landscape demonstrated a complex interplay between live sports, popular streaming content, and traditional programming.