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Streaming nears half of all US ad-supported TV viewing

Streaming made up 48.2 percent of ad-supported TV viewing time in the US during Q2 2026, per Nielsen’s Ad Supported Gauge.

Why it matters. Buyers pricing ad-supported TV now have to weigh streaming inventory as a near-equal counterweight to broadcast and cable, not a supplement to it.

Signal from videoweek.com · Dan Meier · read the original.

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