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# Nielsen’s Gauge: TV usage falls 4.4% in August as World Cup glow fades
- URL: https://www.medianexis.com/nielsens-gauge-tv-usage-falls-4-4-in-august-as-world-cup-glow-fades/
- Published: 2026-10-23T01:11:56.000Z
- Updated: 2026-10-23T01:11:56.000Z
- Description: Nielsen reports that total TV usage dropped 4.4% in August as the post-World Cup lull and back-to-school season cooled viewing.
- Author: The Signals Desk
- Tags: Measurement, Nielsen August TV viewing gauge report

**Why it matters.** Nielsen’s own figures show streaming gaining share even as total usage falls, reinforcing the shift of ad dollars away from linear’s shrinking broadcast and cable base.

*Signal from* [*nielsen.com*](https://nielsen.com/?ref=medianexis.com) *·* [*read the original*](https://www.nielsen.com/news-center/2026/tv-viewing-cools-off-in-nielsens-august-gauge-reports-as-sports-take-a-breather-and-school-resumes/?ref=medianexis.com)*.*