感恩节当天，观众观看电视时长超过1030亿分钟
NFL赛事推动体育转播收视率创历史新高，助力Peacock和Paramount+等多平台分销商实现两位数增长
十一月创下史上十大最高流媒体播放量日中的五项纪录，同时在收视率监测史上位列第十佳收视日。
《怪奇物语》在Netflix上创下近120亿分钟的观看时长，成为十一月最受欢迎的剧集，相当于超过22,000年的观看时长。
NEW YORK - December 16, 2025 – November 2025 delivered one of the most historic months to date in Nielsen’s report of The Gauge™, the media industry’s leading snapshot of total TV and streaming consumption. The five-week reporting interval produced a 5.5% monthly increase in television usage, with live sports driving broadcast to its best share of TV since last November, while simultaneously fueling double-digit growth for hybrid streamers like Peacock and Paramount+.
感恩节是十一月电视收视的核心节点，今年也不例外——观众全天累计观看了1034亿分钟的电视节目，凸显出多种收视行为趋势。 感恩节当天的线性流媒体*使用量占电视总使用量的10.1%，创下有史以来单日线性流媒体使用量的第二高纪录，仅次于2025年2月的超级碗周日。相比之下，当月线性流媒体使用量占电视总使用量的7.8%。此外，The Gauge 启动The Gauge 感恩节成为电视广播类别的收视第十高峰日。
广播电视在11月延续了增长势头，收视率较10月上升7%，占据电视收视份额的23.2%，连续第三个月超越有线电视。此次增长主要得益于体育节目收视率环比飙升30%，尤其是FOX电视台播出的美国职棒大联盟世界大赛后半程赛事，以及ABC、CBS、FOX和NBC四大电视台转播的美国橄榄球联盟和大学橄榄球赛事。 尽管体育节目在广播内容时长占比仅3%，却占据11月广播收视总量的37%及电视使用总量的6.4%——创下The Gauge有记录以来该类节目最高份额。NFL赛事还吸引了更多年轻观众回归广播生态系统，本月30岁以下群体收视率增长21%，2-11岁儿童收视率增长27%。
体育赛事在流媒体领域同样具有强大影响力，多平台分销商持续证明了直播体育如何推动统一的观众生态系统：
- Peacock posted the strongest monthly growth among streaming platforms in November, soaring 22% on the strength of its NFL Sunday Night Football coverage and Thanksgiving Day programming. Peacock’s Thanksgiving featured simulcasts of NBC’s Macy’s Thanksgiving Day Parade and a primetime NFL game, the platform averaged 2.4 million viewers across the day, trailing only YouTube and Netflix (compared to individual platform totals). Peacock also benefited from new original drama series 全是她的错, which generated 2.4 billion minutes. The overall impact lifted Peacock to a non-Olympic record 1.9% share of television (+0.3 pts.).
- Paramount+ (within Paramount Streaming) jumped 18.4% month over month, driven by NFL games alongside the return of its original series 土地管理人. These gains lifted the combined Paramount Streaming portfolio to a 2.3% share of television (+0.2 pts.).
In addition to live sports, November also exhibited a striking example of broadcast and streaming convergence. The Thanksgiving Day NFL matchup between the Chiefs and Cowboys on CBS generated 11.7 billion viewing minutes and was the top broadcast telecast of the month. Meanwhile, 怪事 on Netflix totaled 11.8 billion viewing minutes across the entire month. Despite being viewed live versus on-demand, the end results were nearly identical as each accounted for more than 22,000 years of cumulative television viewing by U.S. audiences.
Overall, streaming usage grew 8% in November and captured 46.7% of total TV watch-time. This month also featured five of the top ten most-streamed days ever recorded, led by Saturday, November 29, which now ranks second all-time with 47.6 billion minutes streamed, behind the 51 billion minutes clocked on Christmas Day 2024. Most impactful to the overall November streaming landscape, however, was Netflix’s 怪事, whose nearly 12 billion viewing minutes propelled Netflix to a 10% monthly increase, adding 0.3 share points to finish with 8.3% of total TV. The Roku Channel also posted a standout performance, rising 9% overall and benefiting from a 23% jump among viewers ages 25–34. The gains lifted the platform to a record 2.9% share of television.
与此同时，有线电视使用率下滑3%，份额降至20.5%，创下迄今为止的最低月度纪录。尽管ESPN的NFL赛事仍保持着最高收视表现，但该类别因缺少MLB季后赛而受到影响，导致有线体育类节目收视率萎缩42%。不过节日气氛为该类别带来些许提振，有线电影类节目收视率增长了22%。
* 线性流媒体指通过MVPD/vMVPD服务（如YouTube TV和有线电视运营商应用）观看的直播及有线内容。在The Gauge》的统计中，线性流媒体不计入流媒体类别。
2025年11月的统计周期为五周，起始于2025年10月27日，止于2025年11月30日。尼尔森的报告遵循广播日历，每周统计周期均从周一开始。
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).
新闻联系人
劳伦-帕布斯特
lauren.pabst@nielsen.com
