Siaran Mengungguli Kabel, Didorong oleh Keuntungan Program Sepak Bola dan Drama
Efek Halo NFL Meluas ke Streaming karena Game Mendorong Peningkatan Keterlibatan di Amazon Prime Video, Paramount+, dan Peacock
Drama Siaran Melonjak 28% seiring dengan Kenaikan Jumlah Acara Teratas di CBS, ABC dan NBC
NEW YORK – November 18, 2025 – Television viewership continued its seasonal momentum into October, with shifts largely attributable to the NFL, according to Nielsen’s monthly report of The Gauge™, the media industry’s leading snapshot of total TV and streaming consumption. The NFL is simultaneously driving a massive resurgence in broadcast viewing (up 4.3% from last month)and propelling gains for key streaming services, distinguishing itself as the irrefutable multiplatform catalyst of the fall TV season.
Dampak dari liputan NFL di bulan Oktober paling terlihat ketika mengisolasi pemirsa berdasarkan hari: Hari Minggu menunjukkan pergeseran menonton terbesar di seluruh kategori untuk bulan itu, karena rata-rata siaran naik 5,3 poin dari rata-rata 22,0% dari Senin hingga Sabtu, menjadi 27,3% dari TV pada hari Minggu. Sebaliknya, pemirsa TV kabel dan streaming mengalami efek sebaliknya, dengan waktu menonton naik sedikit pada hari Senin-Sabtu dan turun pada hari Minggu.
| Total Oktober | Senin-Sabtu | Hanya hari Minggu | Perbedaan Saham | |
|---|---|---|---|---|
| Streaming | 45.7% | 45.9% | 44.6% | -1.3 |
| Siaran | 22.9% | 22.0% | 27.3% | 5.3 |
| Kabel | 22.2% | 22.7% | 20.0% | -2.7 |
Beberapa layanan streaming juga diuntungkan oleh peningkatan yang didorong oleh NFL di bulan Oktober, baik pada hari pertandingan maupun secara keseluruhan:
- Peacock menunjukkan peningkatan jumlah penonton bulanan sebesar 19% di bulan Oktober dan mewakili 1,6% dari TV. Namun, pangsa Peacock pada hari Minggu, rata-rata 2,0% dari total TV.
- Jumlah penonton Paramount+ naik 8% secara total dibandingkan bulan lalu, dan pangsa rata-rata TV streaming meningkat dari 1,2% pada hari Senin-Sabtu, menjadi 1,6% pada hari Minggu.
- Amazon Prime Video, rumah bagi NFL Thursday Night Football, memperoleh 3 poin dari rata-rata bulanannya pada hari pertandingan, melonjak menjadi 6,4% dari TV pada hari Kamis di bulan Oktober.
Broadcast led all TV categories with a 4.3% monthly viewing gain in October, which resulted in 0.6 additional share points and 22.9% of television—building on its lead over cable and marking its largest share of TV since November 2024 (23.7%). Despite a robust month, broadcast sports viewership was down compared to September (-6.4%) but still accounted for nearly a third of all broadcast viewing. NFL games on CBS, FOX and NBC claimed the top three overall program rankings with over 20 million viewers apiece (L+7). The fall TV season continued to unfold in October as well, as broadcast drama viewership saw a 28% increase over September led by Tracker, Matlock dan NCIS on CBS, High Potential on ABC, and Chicago Fire on NBC, to represent the largest monthly gain within the category.
Streaming viewership was up 2.4% month-over-month, outpacing the increase in overall TV usage (+1.3%) to gain a half-point and represent 45.7% of TV watch-time in October. This growth was primarily fueled by the aforementioned surge in football viewing across key streaming platforms, and while most non-NFL streamers saw decreases on game days, Netflix bucked the trend and grew its share of TV on Sundays. Netflix netted out with 8.0% of TV in October, but on Sundays specifically, its share climbed to 8.2% of TV. This was partially on the strength of its original series Monster: Kisah Ed Gein, which was the most-streamed title of the month with 5.4 billion minutes viewed.
Waktu menonton TV kabel pada bulan Oktober mengikuti penggunaan secara keseluruhan (+1,2%), tetapi pangsa TV kabel turun 0,1 poin karena pembulatan menjadi 22,2% dari total TV. Penonton olahraga kabel meningkat hampir 50% dibandingkan bulan September dan mewakili 14% dari total tontonan kategori tersebut. Film layar lebar merupakan titik terang bagi TV kabel bulan ini, menunjukkan peningkatan bulanan sebesar 7% karena pemirsa mencari film seram favorit mereka di tengah musim Halloween. Berita kabel terus memimpin tayangan TV kabel dan menguasai hampir seperempat pangsa kategori ini meskipun terjadi penurunan 3% dari bulan lalu.
Interval bulan Oktober 2025 mencakup empat minggu, dari 29 September 2025 hingga 26 Oktober 2025. Pelaporan Nielsen mengikuti kalender siaran, dengan interval mingguan yang dimulai pada hari Senin.
Tentang The Gauge™
The Gauge™ is Nielsen’s monthly snapshot of total broadcast, cable and streaming consumption that occurs through a television screen, providing the industry with a holistic look at what audiences are watching. The Gauge was expanded in April 2024 to include Pengukur Distributor Media, which reflects total viewing by media distributor across these categories. Read more about The Gauge methodology and FAQs.
Tentang 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 dan Instagram).
Press Contact
Lauren Pabst
lauren.pabst@nielsen.com
