FOX 电视台八月大学橄榄球赛收视率最高，达到 1,600 万+，其次是 ABC 电视台的三场比赛，每场收视率均达到 1,000 万+。
Prime Video 月度份额创 12 月以来新高，成为流媒体中唯一的增长者
Netflix 旗下流媒体播放时长排名前四位，合计 220 亿分钟
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.
8 月份，有线电视收视占电视收视时间的 22.5%，比 7 月份增加了 0.3 个份额点。与广播节目一样，有线电视节目的收视高峰也出现在最后一周，主要集中在 18-49 岁的人群中。这一收视高峰也是由大学橄榄球赛事，特别是 ESPN 上的橄榄球赛事推动的。此外，8 月份的有线体育节目收视率比上月增长了 30%，占所有有线电视收视率的 9% 以上。
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 和 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, KPop 捉妖记 和 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.
2025 年 8 月的间隔期为五周，从 2025 年 7 月 28 日到 2025 年 8 月 31 日。尼尔森的报告遵循广播日历，每周间隔期从周一开始。
注：派拉蒙 7 月份的流媒体总播放量最初为 1.9%，后更新为 2.0%。
关于量具
测量仪 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 媒体分销商仪表, which reflects total viewing by media distributor across these categories. Read more about The Gauge methodology and FAQs.
关于尼尔森
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, 在 Facebook 上 和 Instagram).
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