Selama periode ini, streaming mendominasi sebagian besar televisi yang didukung iklan (45,6%), diikuti oleh siaran televisi (29,6%) dan kabel (24,8%).
Penayangan TV yang didukung iklan meningkat 9% dibandingkan dengan kuartal sebelumnya.
New York – February 4, 2026 – Ad supported television represented 74.2% of overall TV viewing in the fourth quarter 2025, according to Nielsen’s newly released Q4 Ad Supported Gauge.
This percentage marked the highest the medium hit throughout all of 2025.
Compared to Q3 2025, ad supported viewing was also up 9%, outpacing the 7% increase in total TV viewing, as football and young adults helped drive upticks.
Penonton menghabiskan 45,6% dari waktu menonton yang didukung iklan mereka untuk streaming, 29,6% untuk siaran televisi, dan 24,8% untuk kabel. Siaran televisi mengalami lonjakan kuartalan terbesar di antara semua kategori menonton yang didukung iklan sepanjang tahun 2025 pada kuartal keempat, dengan peningkatan 22% dan penambahan 3,2 poin pangsa pasar. Sepak bola menjadi pendorong utama untuk siaran televisi, karena penayangan olahraga melonjak 135%, hampir menggandakan pangsa pasarnya di kuartal ketiga menjadi 34%.
Secara keseluruhan, kategori siaran yang didukung iklan mengalami peningkatan terbesar di kalangan usia 25-34 tahun (naik 41%), namun kelompok demografis utama usia 18-49 dan 25-54 juga mengalami peningkatan masing-masing sebesar 31% dan 29%.
Now in its fourth edition, Nielsen’s Ad Supported Gauge, an extension of The Gauge™, provides the industry with the broadest view of the portion of television that delivers advertising across broadcast, cable and streaming. These new insights provide advertisers and agencies with an essential, up-to-date view of opportunities to connect with consumers across ad-supported platforms.
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).
Kontak Media:
Elaine WongNielsen Communications
elaine.wong@nielsen.com
