O futebol americano universitário é a principal transmissão em agosto, com mais de 16 milhões de espectadores na FOX, seguido por três jogos na ABC, com mais de 10 milhões de espectadores cada
Prime Video alcança a melhor participação mensal desde dezembro como o único ganhador entre os streamers
A Netflix detém os quatro principais títulos de streaming com 22 bilhões de minutos combinados
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.
A exibição de TV a cabo representou 22,5% do tempo de exibição de TV em agosto, ganhando 0,3 ponto de participação em relação a julho. Assim como na transmissão, a audiência da TV a cabo foi mais forte na última semana do intervalo, principalmente entre as pessoas de 18 a 49 anos. Esse pico também foi impulsionado pela cobertura do futebol americano universitário, especificamente na ESPN. Além disso, a audiência de esportes a cabo em agosto aumentou 30% em relação ao mês anterior e representou mais de 9% de toda a audiência a cabo.
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 e 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, Caçadores de demônios do KPop e 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.
O intervalo de agosto de 2025 abrangeu cinco semanas, de 28/07/2025 a 31/08/2025. Os relatórios da Nielsen seguem o calendário de transmissão, com intervalos semanais começando na segunda-feira.
Observação: o total de streaming da Paramount em julho foi originalmente registrado como 1,9% e, desde então, foi atualizado para 2,0%.
Sobre o The Gauge™
O 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 O medidor do distribuidor de mídia, which reflects total viewing by media distributor across these categories. Read more about The Gauge methodology and FAQs.
Sobre a 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 e Instagram).
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