CTV Report
Ad-Supported Content Now Owns 73.6% of Total TV Viewing
by Frankie Karrer
Abstract
- Ad-supported TV reached 73.6% of total viewing in Q2 2025, climbing 1.2 points quarter-over-quarter, while non-ad-supported viewing dipped to 26.4%.
- Streaming picked up 2.9 share points from Q1, with nearly all of that gain coming at the expense of ad-supported broadcast.
- Cable still had strong seasonal moments, bolstered by live news and NBA Playoffs coverage, but streaming surged thanks to hit titles like Love Island USA and Squid Game.
- Overall TV viewing declined 9% in Q2, but ad-supported streaming held steady — outperforming traditional channels during a typical seasonal slowdown.
Ad-supported viewing continues to dominate the TV landscape. According to Nielsen’s Q2 2025 Ad Supported Gauge, content with ads now captures 73.6% of total TV viewership — up 1.2 points from the previous quarter. Streaming led that growth, adding 2.9 points to its share, while legacy formats like broadcast and cable saw declines. Even with a lighter content season and a typical summer dip in overall media consumption, ad-supported streaming held strong — proving it’s firmly part of viewers’ daily habits.
Linear’s losses are ultimately Connected TV’s gains. While broadcast and cable saw double-digit drops, CTV platforms benefited from a lineup of hit shows and re-released favorites, along with a steady flow of fresh content. And with streaming viewership reaching its highest-ever share in May (outpacing the combined total of linear channels) it’s clear that audiences are choosing platforms that deliver premium content along with value. For advertisers looking to reach viewers where they’re spending the majority of their time, ad-supported streaming isn’t just an option — it’s where the audience is.
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