Nielsen

YouTube accounted for 12.5% of all TV viewing in January followed by Disney (11.9%) and Netflix (8.8%)

The revision added 700,000 viewers to the total released on Feb. 10

Cable surged 9% in January on strength of college football playoffs and news, while NFL delivered top 15 broadcast telecasts

In Q4 2025, streaming comprised the majority of ad supported TV (45.6%), followed by broadcast (29.6%) and cable (24.8%), Nielsen said

Project will use Nielsen’s proprietary wearable measurement devices

The majority of those surveyed prefer to buy brands who advertise in content that reflect their culture, Nielsen reports

Accounts for 47.5% of TV Viewing as more than 55 billion minutes are streamed on Christmas day

The agreement integrates Roku data into Nielsen measurement

Live Sports drove broadcast to its best share of TV since last November, while simultaneously fueling double-digit growth for streamers like Peacock and Paramount+

In Q3, streaming comprised the majority of ad supported TV viewing (46.4%), followed by cable (27.2%) and broadcast (26.4%), per Nielsen.