Data: Ad supported TV 71.5% share of US viewing in Q2
August 26, 2026



Nielsen, the audience measurement specialist, has released the Q2 2026 edition of its Ad Supported Gauge. Overall in the second quarter, ad supported TV captured a 71.5 per cent share of total viewing in the US, which represents a 1.3 share point decline from the first quarter of the year.

At the category level, broadcast viewing followed its typical seasonal decline from Q1 to Q2, though the drop was softer than the same period last year. Sports programming, notably the NBA playoffs and early World Cup coverage, helped broadcast gain +0.6 share points year-over-year, rising to 26.6 per cent from 26 per cent in Q2 2025.


Additional Q2 highlights:

Streaming continued its upward trajectory, expanding its lead within ad-supported TV by 1.6 share points to reach a 48.2 per cent share. Cable held steady, retaining the 25.2 per cent share it established in the first quarter.

When shifting the focus from total viewing (Persons 2+) to Adults 18 and older (Persons 18+), traditional TV gains notable ground. The Persons 18+ segment reallocates 3.8 share points away from streaming down to 44.4 per cent, while boosting broadcast to 28.6 per cent (+2 points) and cable to 27 per cent (+1.8 points).