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Nielsen: ad-supported streaming grows to 48.2%, broadcast keeps sliding

Adweek’s Mark Mwachiro reports that Nielsen’s Q2 2026 Ad-Supported Gauge shows ad-supported streaming rose 1.6% to 48.2% of viewing, while broadcast fell to 26.6% despite carrying the NBA Finals and World Cup. Cable held flat at 25.2%.

Why it matters. Buyers gain more leverage to shift live-sports ad budgets from broadcast to ad-supported streaming tiers even when the events themselves air on linear.

Based on reporting by advanced-television.com · tvtechnology.com — George Winslow · adweek.com — Mark Mwachiro.

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