대학 풋볼, FOX에서 1,600만 명 이상의 시청자를 기록하며 8월 최고 방송 기록, ABC에서 세 경기가 각각 1,000만 명 이상의 시청자를 기록하며 그 뒤를 이었습니다.
프라임 비디오, 스트리머 중 유일하게 12월 이후 최고 월간 점유율 달성
넷플릭스, 총 시청 시간 220억 분의 상위 4개 스트리밍 타이틀 보유
NEW YORK - September 16, 2025 – The dynamics of a new school year and the return of football collided in August to disrupt summer TV trends, signaled by gains for broadcast and cable for the first time since April, according to Nielsen’s monthly report of The Gauge™, the media industry’s leading snapshot of total TV and streaming consumption. Broadcast and cable combined to add a full share point over last month, representing 19.1% and 22.5% of TV, respectively, and ending a three months-long decline for traditional TV.
Broadcast notched its largest share of TV since May as viewership climbed 1.1% on a monthly basis. Across the five-week measurement interval, the peak in broadcast viewership occurred during the final week of the month (08/25/25-08/31/25), coinciding with the official return of college football. FOX’s first Big Noon Saturday game of the season between Ohio State and Texas on August 30 drew the largest telecast audience this month with over 16.6 million viewers. ABC owned the next three top telecasts with college football games that each drew over 10 million viewers, including Notre Dame vs. Miami, Alabama vs. Florida State, and LSU vs. Clemson.
케이블 시청은 8월 TV 시청 시간의 22.5%를 차지하며 7월 대비 0.3% 포인트 상승했습니다. 공중파와 마찬가지로 케이블 시청은 주로 18-49세 사이에서 마지막 주에 가장 강세를 보였습니다. 이 최고치는 특히 ESPN의 대학 미식축구 중계가 주도했습니다. 또한 8월의 케이블 스포츠 시청률은 전월 대비 30% 증가했으며, 전체 케이블 시청률의 9% 이상을 차지했습니다.
Time spent streaming declined over 4% in August compared to July and represented 46.4% of TV (-0.9 points). Although monthly viewing levels were down for each streaming platform in The Gauge in August, one streamer managed to gain share: Prime Video added 0.1 point and finished the month with 3.9% of TV—its best so far in 2025, and just shy of its platform record (4.0%) set in December 2024. Prime Video benefited from two of its original series, The Summer I Turned Pretty 그리고 Ballard, in addition to an NFL preseason game on August 21.
Netflix accounted for 8.7% of TV watch-time in August (-0.1 point vs. July), and continued to dominate the month’s top streaming programs: Netflix originals Wednesday, K팝 악마 사냥꾼 그리고 The Hunting Wives, plus acquired series Sullivan’s Crossing, took the top four slots and combined for over 22 billion viewing minutes across the five weeks of the interval.
Coming out of several consecutive streaming-heavy months, the decrease in viewing from younger audiences caused by back-to-school variables tends to have a larger impact on overall viewing trends. Time spent watching TV was down 2% overall in August versus July, but viewing among kids and teens (age 6-17) was down 9% over the same period. Additionally, when isolating watch-time by week among this age group, viewing levels between the first and last weeks of the interval (07/28/25-08/03/25 vs. 08/25/25-08/31/25) dropped 21%. Streaming usage among school-aged viewers also exhibited similar declines, dropping 8% on a monthly basis in August, and losing 22% from the first week versus the last week of the month.
2025년 8월은 2015년 7월 28일부터 2015년 8월 31일까지 5주 동안 진행되었습니다. 닐슨 보고는 방송 일정에 따라 매주 월요일부터 시작되는 주간 간격을 따릅니다.
참고: 파라마운트의 7월 스트리밍 총계는 원래 1.9%로 보고되었으나 이후 2.0%로 업데이트되었습니다.
더 게이지™ 소개
게이지™ 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 미디어 배포자 게이지, which reflects total viewing by media distributor across these categories. Read more about The Gauge methodology and FAQs.
닐슨 소개
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, 유튜브, Facebook 그리고 인스타그램).
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