流媒体在夏季收视淡季保持稳定
NEW YORK – July 29, 2025 – Nielsen, a global leader in audience measurement, data and analytics, today announced that viewing of content with ads gained 1.2 share points in the second quarter of 2025, finishing with 73.6% of overall TV viewing, in the second installment of its Ad Supported Gauge, an extension of 测量仪.
2025 年第二季度报告揭示了几个关键的增长领域，即：美国许多地区正值夏季：
- 观看有广告内容的份额增加了 1.2 个百分点，达到 73.6%，而无广告支持的补充内容份额下降到 26.4%。
- 与第一季度相比，流媒体的份额增加了 2.9 个百分点，其中大部分（2.7 个百分点）来自广告支持的广播，其余 0.2 个百分点由有线电视放弃。
- The cable category had the benefit of a strong news cycle as well as broad coverage of the NBA playoffs while the streaming platforms continued to introduce newly available seasons of popular shows such as Love Island USA, Squid Game and Ginny & Georgia, as well as recently re-released series such as Animal Kingdom and Blindspot.
具体而言，报告发现第二季度的总体收视率比第一季度下降了 9%，广告支持内容的收视率下降了 8%。广告支持的广播节目下降了 16%，广告支持的有线电视节目下降了 8%。在观众倾向于减少媒体消费的季节，广告支持的流媒体收视率保持平稳。
Earlier this year, Nielsen reported that streaming reached a historic milestone in May as its share of total TV usage outpaced the combined share of broadcast and cable for the first time ever, per the company’s May 测量仪 report. That report found that streaming represented 44.8% of TV viewership in May 2025, its largest share of viewing to date, while broadcast (20.1%) and cable (24.1%) combined to represent 44.2% of TV.
尼尔森的《广告支持指标》（Ad Supported Gauge）现已推出第二版，它提供了对广播、有线电视和流媒体广告投放电视部分的最广阔的视角。有了这些新的洞察力，广告商和广告代理公司将对2025年秋季电视季中通过广告支持平台与消费者建立联系的机会有一个基本的、最新的认识。
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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