Over 70% of TV viewing still happens on ad-supported platforms: Nielsen

More than seven out of every ten minutes Americans spent watching TV in the first quarter of 2025 was on ad-supported platforms, according to a new report from Nielsen. The data, revealed through the launch of Nielsen’s latest measurement tool, highlights a major shift in viewing behaviour and a growing opportunity for advertisers.

The new quarterly report, titled The Ad Supported Gauge, shows that 72.4% of total TV viewing came from platforms that deliver advertising, while only 27.6% was on ad-free services. The findings offer a detailed look at how audiences are consuming content across broadcast, cable, and streaming.