在足球和电视剧节目增长的推动下，广播节目继续保持对有线电视的领先优势
NFL 的 "光环效应 "延伸至流媒体，亚马逊 Prime Video、Paramount+ 和孔雀视频上的比赛提高了参与度
哥伦比亚广播公司（CBS）、美国广播公司（ABC）和全国广播公司（NBC）的热门节目推动广播剧增长 28
NEW YORK – November 18, 2025 – Television viewership continued its seasonal momentum into October, with shifts largely attributable to the NFL, according to Nielsen’s monthly report of The Gauge™, the media industry’s leading snapshot of total TV and streaming consumption. The NFL is simultaneously driving a massive resurgence in broadcast viewing (up 4.3% from last month)and propelling gains for key streaming services, distinguishing itself as the irrefutable multiplatform catalyst of the fall TV season.
10 月份 NFL 报道的影响在按日划分的收视率中最为明显：周日的收视率在当月各类节目中变化最大，广播节目的收视率平均上升了 5.3 个百分点，从周一至周六的平均 22.0% 上升到周日的 27.3%。相比之下，有线电视和流媒体的收视率则出现了相反的效果，周一至周六的收视时间略有上升，而周日则明显下降。
| 十月合计 | 周一至周六 | 仅限周日 | 份额差异 | |
|---|---|---|---|---|
| 流媒体 | 45.7% | 45.9% | 44.6% | -1.3 |
| 广播 | 22.9% | 22.0% | 27.3% | 5.3 |
| 电缆 | 22.2% | 22.7% | 20.0% | -2.7 |
一些流媒体服务在 10 月份也受益于 NFL 推动的增长，无论是在比赛日还是在整体上：
- 孔雀节目 10 月份的月收视率上升了 19%，占电视总收视率的 1.6%。不过，孔雀在周日的收视份额平均占电视总收视份额的 2.0%。
- 与上月相比，Paramount+ 的总收视率增长了 8%，流媒体的平均电视份额从周一至周六的 1.2% 增长到周日的 1.6%。
- 亚马逊 Prime Video 是美国橄榄球联盟（NFL）《周四晚间橄榄球赛》（Thursday Night Football）的主播台，在比赛日的月平均收视率提高了 3 个百分点，10 月份在周四的收视率跃升至 6.4%。
Broadcast led all TV categories with a 4.3% monthly viewing gain in October, which resulted in 0.6 additional share points and 22.9% of television—building on its lead over cable and marking its largest share of TV since November 2024 (23.7%). Despite a robust month, broadcast sports viewership was down compared to September (-6.4%) but still accounted for nearly a third of all broadcast viewing. NFL games on CBS, FOX and NBC claimed the top three overall program rankings with over 20 million viewers apiece (L+7). The fall TV season continued to unfold in October as well, as broadcast drama viewership saw a 28% increase over September led by Tracker, Matlock 和 海军罪案调查处 on CBS, High Potential on ABC, and Chicago Fire on NBC, to represent the largest monthly gain within the category.
Streaming viewership was up 2.4% month-over-month, outpacing the increase in overall TV usage (+1.3%) to gain a half-point and represent 45.7% of TV watch-time in October. This growth was primarily fueled by the aforementioned surge in football viewing across key streaming platforms, and while most non-NFL streamers saw decreases on game days, Netflix bucked the trend and grew its share of TV on Sundays. Netflix netted out with 8.0% of TV in October, but on Sundays specifically, its share climbed to 8.2% of TV. This was partially on the strength of its original series 怪物艾德-盖恩的故事, which was the most-streamed title of the month with 5.4 billion minutes viewed.
10 月份有线电视的收视时间与总体收视时间（+1.2%）保持一致，但由于四舍五入的原因，该类节目的收视份额下降了 0.1 个百分点，最终占电视总收视份额的 22.2%。与九月份相比，有线电视体育收视率增长了近 50%，占该类别收视总量的 14%。故事片是本月有线电视的一大亮点，在万圣节来临之际，观众纷纷寻找自己喜爱的鬼怪电影，使得故事片的月收视率增长了 7%。有线电视新闻继续引领有线电视收视，尽管比上月下降了 3%，但仍拥有该类别近四分之一的收视份额。
2025 年 10 月的间隔期为四周，从 2025 年 9 月 29 日到 2025 年 10 月 26 日。尼尔森的报告遵循广播日历，每周间隔期从周一开始。
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).
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劳伦-帕布斯特
lauren.pabst@nielsen.com
