NEW YORK – The 2024-25 TV season has revealed significant shifts in viewership patterns, with streaming platforms playing a pivotal role in extending audience reach beyond traditional broadcast and cable networks.
Immediate Impact of Streaming on TV Ratings
Nielsen’s comprehensive release of 35-day TV ratings data for the 2024-25 season marks a turning point in how audiences are measured. This extended window has highlighted the substantial impact of streaming, which continues to draw viewers weeks after initial airings.
Initially considered lengthy, the 35-day measurement period is proving essential in the streaming era. Unlike linear devices, streaming platforms consistently attract viewers long after episodes first air, significantly boosting show audiences.
Key Details Emerge from Nielsen Data
The latest Nielsen figures reveal that for shows originating on broadcast or cable networks, five weeks of streaming can increase audiences by 40 to 50 percent. In exceptional cases, streaming nearly doubles the audience compared to linear viewership.
40-50% increase in audience for shows with five weeks of streaming.
Streaming remains a vital source of new viewers, even as traditional on-air and DVR viewership declines.
By the Numbers: Streaming Versus Linear Viewing
Since Nielsen’s introduction of live plus 35-day ratings in the 2016-17 season, data has consistently shown ongoing viewership beyond the first week. However, the pace is slower compared to the initial week. In the 2024-25 season, network series captured approximately 90 percent of their linear audience within the first week.
90% of linear viewing occurs in the first week after airing.
Streaming, however, exhibits a different trend. A significant portion of a show’s five-week streaming audience accumulates from day eight onward, showcasing a shift in viewing habits.
Top Shows and Streaming Gains
The Hollywood Reporter analyzed Nielsen data for the top 20 shows in seven-day, cross-platform viewing. Their findings highlight the substantial gains from streaming at each interval.
The top 20 shows gain an average of 1.94 million viewers from streaming alone after seven days.
In the subsequent four weeks, streaming continues to add an average of 1.48 million viewers, while linear viewing adds just 679,000.
Industry Response to Streaming Trends
ABC’s breakout hit, High Potential, stands out as the most streamed network show of the season, drawing 7.94 million viewers over 35 days. This accounts for nearly half of its total audience of 16.14 million across all platforms.
Other notable shows, including Matlock, The Rookie, and 911, also saw significant portions of their audiences coming from streaming.
High Potential attracted 7.94 million streaming viewers, nearly half of its total audience.
What Comes Next for TV Viewership
As streaming continues to shape viewing habits, the industry must adapt to these changes. The extended measurement periods provide valuable insights for advertisers and networks aiming to maximize audience engagement.
Future strategies will likely focus on leveraging streaming platforms to sustain and grow viewership beyond traditional broadcast windows.
With the data now reflecting how audiences truly engage with content, networks and advertisers are better positioned to navigate the evolving landscape of television viewership.