Post by Nielsen

The numbers never lie. Live sports remain the ultimate cultural anchor in a fragmented media landscape. In Q4 2025, sports accounted for nearly 30% of all ad-supported TV viewing. But how fans watch has fundamentally shifted. Streaming and linear don't compete; they complement. The NBA is proof: its new distribution model has helped deliver a 10% audience increase. Sports is now the second-largest genre on FAST by channel count, giving brands an accessible entry point through highlights, documentaries, and commentary, even outside of broadcast windows. 📊 Nielsen's latest Upfront Planning Guide breaks down the full picture: https://lnkd.in/gvxzBuQg