Fueled By FAST and Sports, Streaming's Ad-Supported Takeover Is Now Complete

Ad-supported platforms now command nearly 73% of all television time, with streaming officially dethroning cable and broadcast as the dominant force, according to Nielsen’s new Q3 2025 report. Streaming captured over 46% of that audience, cementing its place as the new center of the advertising universe.

• The pigskin push: The return of college and pro football sent ad-based viewing to a staggering 75% peak in September. The numbers prove not only the enduring power of live sports but also that the audience for those big games is increasingly migrating away from traditional TV.

• Summer vs. fall ball: The data reveals a seasonal battle for eyeballs. Streaming’s share of ad-supported viewing hit 48% in July during the sports lull, but as football returned, broadcast roared back to capture over 29% of the audience, while streaming dipped to just over 44%.

• The FAST and the furious: This isn't a temporary blip. The growth is also fueled by the explosion of Free Ad-Supported Streaming TV (FAST) channels, where viewing hours climbed over 43% through August, according to Comscore.

With major new players like Disney’s flagship ESPN app now adding to its numbers, streaming's grip on the ad market is only set to tighten, putting even more pressure on linear TV's future. So who's winning the corporate streaming race? New numbers show YouTube is leading the pack, with Disney and NBCUniversal trailing behind. Meanwhile, the unbundling of live sports continues as new direct-to-consumer apps from ESPN and Fox are already racking up millions of signups.