Dade Hayes, reporting for Deadline:
While the rise of sports programming in recent years has been
well-documented, new figures from Nielsen illustrate the extent of
its dominance. The measurement firm said sports accounted for
29.2% of all advertising-supported TV viewing by people 25 to 54
years old during the fourth quarter. The stat, spanning broadcast,
cable and streaming, was part of a report on viewership trends in
the fourth quarter of 2025, released Thursday in the runup to
upfronts.Looking at the rest of the pie without sports, broadcast accounted
for just 9.8%, with cable coming in at 18%. Streaming drew by far
the largest tune-in, with 43% of all non-sports viewing, a
reflection of the overall growth of advertising on streaming
services like Netflix, Prime Video, Disney+, HBO Max and others.
