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Rough Times for Broadcast Networks Illustrate Changing Media Landscape

UNITED STATES, JUL 15 – Streaming services now account for 46% of TV viewing, surpassing combined broadcast and cable as younger audiences shift to on-demand content, Nielsen data shows.

  • Nielsen established its big data plus panel measurement as the sole currency for TV upfront deals in 2025, ending panel-only usage.
  • TV networks and agencies challenged Nielsen's move, citing inconsistent data and opposing the exclusivity of one measurement currency.
  • At the same time, streaming surpassed combined broadcast and cable TV viewing in June 2025, widening a gap first noted in May.
  • Fox News led broadcast networks in prime-time viewership for seven weeks in 2025, averaging 2.4 million weeknight viewers amid summer's low TV audience.
  • These shifts suggest a continuing decline in traditional TV's dominance, pressuring networks to adapt amid measurement disputes and changing viewer habits.
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The Hollywood Reporter broke the news in Los Angeles, United States on Tuesday, July 15, 2025.
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