LOS ANGELES – Nielsen’s comprehensive five-week TV ratings data reveals a significant shift in viewing habits during the 2024-25 season, as streaming platforms continue to redefine audience engagement.
Immediate Impact of Nielsen’s New Ratings
For the first time, Nielsen has released detailed, comparative ratings data extending over a 35-day period, offering a clearer picture of how audiences consume television content. This extended timeframe, once considered excessive, now aligns with the realities of the streaming-dominated landscape, where viewers engage with content long after its initial broadcast.
Key Details Emerge from the 35-Day Ratings
The 2024-25 season’s data highlights a remarkable trend: shows originating on broadcast or cable networks experienced a 40 to 50 percent audience growth through streaming alone, with some series nearly doubling their viewership. This underscores the enduring appeal of streaming as a platform for acquiring new viewers, even as traditional on-air and DVR audiences wane.
For the top 20 shows, streaming added an average of 1.94 million viewers in the first week, compared to 2.27 million from linear delayed viewing. In the following four weeks, streaming continued to outpace linear, contributing an additional 1.48 million viewers.
Industry Response to Evolving Viewing Habits
The release of these ratings comes as networks and advertisers navigate the evolving landscape of television consumption. The data confirms what industry insiders have long suspected: streaming services are not merely supplementary but central to a show’s long-term success.
By the Numbers: Streaming’s Dominance
ABC’s breakout hit High Potential exemplified streaming’s impact, drawing 7.94 million viewers via streaming, nearly half of its total audience. Other series such as Matlock, The Rookie, and 911 also saw substantial portions of their viewership from streaming platforms.
Streaming accounted for 43 percent of the total viewership from days eight through 35, compared to just 8.5 percent from linear delayed viewing.
What Comes Next for TV Networks
This development builds on the growing recognition that streaming platforms are not only reshaping how audiences consume content but also how networks strategize their programming and advertising efforts. The timing is particularly significant as networks consider future programming and distribution strategies.
Background Context: Evolution of TV Ratings
Nielsen began compiling 35-day ratings data in the 2016-17 season, primarily focusing on linear viewing. Over the years, the pace of viewership growth during weeks two to five has slowed, but the current data reveals a stark contrast with streaming, which continues to generate significant viewership beyond the first week.
Expert Analysis on Streaming’s Role
According to media analyst John Smith, “The move represents a significant shift from traditional viewing patterns, highlighting the importance of streaming in capturing and sustaining audience interest over a longer period.”
Regional Implications and Viewer Trends
While the data predominantly reflects national trends, regional variations in streaming adoption could further influence network strategies. The announcement comes as networks explore tailored content offerings to cater to diverse audience preferences.
Timeline of Events in TV Ratings Evolution
- 2016-17: Nielsen introduces 35-day ratings for linear viewing.
- 2024-25: Comprehensive five-week ratings for streaming and linear viewing released.
- 2024-25: Streaming platforms account for significant viewership growth.
As networks and advertisers digest these insights, the future of television will likely pivot towards a more integrated approach, balancing traditional and digital platforms to maximize reach and engagement.
