Streaming Also Gains Share of Ad-Supported TV Viewing in Q2

Streaming, once a commercial-free oasis for viewers,grabbed a bigger share of ad-supported viewing during the second quarter, according to new data from Nielsen.

People who care about the business side of the television business ritually complain each month when Nielsen releases its share of TV usage data, which now shows streaming’s share being larger than broadcast and cable combined. The criticism of that report is that it doesn’t reflect ad-supported viewing, a key source of revenue and profit for the industry even streamer like Netflix, which long said it wasn’t interested in airing commercials, but now has an ad tier.

In May, Nielsen responded with data about ad supported viewing on broadcast, cable and  streaming during Q1.

According to the new second-quarter report, viewing of content with ads accounted for 73.6% of overall TV viewing, up 1.2 share points from 72.4% in Q1.

Streaming accounted for 45.3% of that ad supported viewing in Q2, up from 42.$% in Q1. Broadcast and cable combined for 54.7, with broadcasting accounting for 26% and cable garnering 28.7%. Last quarter, broadcast had 28.7% and cable had 28.9%. 

Some of streaming’s gains came from new seasons of popular shows such as Love Island USA, Squid Game and Ginny & Georgia, plus the addition of Animal Kingdom and Blindspot, series that first appear on traditional TV.

Cable was supported by strong interest in cable news and coverage of the NBA playoffs , Nielsen said. 

Overall, TV viewing was down 9% in Q2 from Q1 and viewing to ad supported content fell 7%.  Ad-supported Broadcast plunged 18% and ad-supported cable dropped 8%. Ad supported streaming was flat. 

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There’s been a lot of talk about creator content becoming a bigger part of traditional TV programming. 

Sabio Holdings today said that its Creator Television free ad-supported streaming television (FAST) channel is now available via Amazon Fire TV Channels. 

Creator TV is dedicated to bringing the authenticity and energy of social media storytelling to TV, Sabio said. 

"Social media creators are the content innovators of our time, and their unique vision and approach will fuel the next wave of programming on TV," said Charlie Ibarra, Co-Founder and Head of Content at Creator TV. "Creator-led shows blend the authenticity and deep resonance of user-generated content with traditional TV narrative techniques, expanding the boundaries of storytelling and reshaping how audiences experience entertainment.”

Creator TV can be found by looking under the “free” tab on the Fire TV home screen. 

"Fire TV Channels has built a distinctive experience that showcases high-quality content across many genres,” said Joe Ochoa, Co-Founder and General Manager of Creator TV. “We are delighted to bring Creator TV's unique content to the Fire TV audience—and to attract young and diverse audiences to the Fire TV experience." 

Samsung yesterday announced a partnership with Dhar Mann Studios to produce 13 original episodes that will premiere on a new Dhar Man TV channel on Samsung TV Plus.

“This is a major milestone for us as storytellers and producers,” said Dhar Mann. “Creating original episodes for Samsung TV Plus allows us to expand the reach of our mission, and bring purposeful, uplifting stories directly into even more people’s homes. It’s a powerful new chapter—not just for our shows, but for how creators can lead on streaming.”

Samsung TV Plus has also announced an exclusive FAST partnership with Mark Rober, the former NASA engineer turned superstar Creator with nearly 70 million subscribers, known for his innovative and entertaining STEM-focused videos. The Mark Rober TV channel will offer Samsung TV Plus viewers of all ages a one-of-a-kind destination for his engaging, educational, and entertaining content.

“Bringing my work to Samsung TV Plus means sharing the wonder of science and engineering with even more families," said Rober.” This is about bringing curiosity and creativity front and center, right where the family gathers.”

Samsung, which announced plans to get into creator content at its NewFront presentation earlier this year ,said that top creators   Smosh, The Try Guys, Epic Gardening, The Sorry Girls, and Donut Media will also be featured on dedicated channels available only on Samsung TV Plus.

“Samsung TV Plus is building a home for today’s top Creators on FAST, bringing their content into a premium, curated environment designed for the biggest screen in the home,” said Salek Brodsky, senior VP and Global Head of Samsung TV Plus. “This marks a new era where the most innovative and influential storytellers can reach audiences at scale in a way that elevates their voice and preserves creative intent."