Brands respecting cultural nuance isn’t just good marketing, it’s driving effective strategies on where and how to show up and delivering bottom line impact. With an inclusive approach and a data-driven strategy, diving deeper into Black audience trends can be a guidepost to where the culture and the market are headed. 

For example, Black audiences are 4x more likely than the average consumer to be very interested in The WNBA.¹ As the growth of women’s sports’ audience engagement and sponsorship value continue to rise, so has the price point for brand investment according to Nielsen Sports. 

With a projected buying power of $2.1 trillion in 2026, Black consumers deliver significant economic impact.² Paired with an appetite for media engagement, Black America also represents one of the most addressable audiences across the media landscape. 67% of Black consumers agree they pay more attention to brands that reflect their culture compared to 46% overall.³

The Digital Disconnect

In the retail category alone, Nielsen Ad Intel data shows half of ad spend goes to digital channels. Black consumers are a key audience online, averaging two hours more a week with digital media than the total audiences.⁴ However, the ads Black consumers encounter don’t always connect. 64% of Black audiences agree they want more representation in ads on social media and 61% on websites.⁵

Blurred lines of content, creators platforms and campaigns

Savvy marketers aren’t just reaching the Black consumer—they are connecting with intersectional and nuanced Black identities. Black creators are an essential piece of the strategy to dive deeper with Black Americans as audiences embrace the blurred lines across media platforms.

• Black listeners are the most likely to watch their podcasts, naming YouTube as the platform they use most often to tune in.⁶
• 70% of Black Gamers are more likely to watch a show due to favorite creators’ involvement vs 62% of Gamers overall⁷
• Black American listeners are 32% more likely to listen to podcasts hosted by a radio personality.⁸

The impact of creators to connect and drive action

The inclusive creator approach is not just driving content engagement. Black consumers are also more likely to take action. 52% of Black audiences agreed they’re more likely to purchase when a brand partners with creators, personalities, or organizations connected to their fandoms and interests compared to 45% overall.⁹ That number climbs even higher when you look at different Black identities within the community.

Keep in mind that Black consumers are often looking for brand alignment before buying a brand and the same rings true for Black creators evaluating partnerships. More than half of self-identified, Black content creators have actively changed buying habits with a brand because of its values or actions. Overall, 70% of Black consumers now report they will stop buying from brands perceived as devaluing their community—up from 66% in 2023.¹⁰ This makes measuring outcomes like attention and sentiment as essential for advertisers to understand impact. 

Connect with the culture to earn spend 

No matter the platform or messenger, Black consumers are prioritizing their dollars and their attention where they feel seen, heard and valued. But the foresight of where their focus is headed next—and why—can help content developers and brands meet the evolving expectations of Black audiences to win with them long term.

For more detailed insights on ways to connect with the Black audience, download our 2026 Diversity Intelligence Series report: The Black influence How Black culture & identity drive the market. 

Sources

¹ Nielsen Scarborough USA+ 2025
² Selig Center for Economic Growth
³  Nielsen Attitudes on Representation Study, 2025
⁴ Nielsen Black Diverse Intelligence Series, 2025
⁵ Nielsen Attitudes on Representation Study, 2025
⁶  Nielsen Scarborough Podcast Recontact Study, 2025
⁷  Nielsen Advanced Audience Attitudes Study, 2025
⁸  Nielsen Scarborough Podcast Recontact Study, 2025
⁹  Nielsen Advanced Audience Attitudes Study, 2025

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The Record is a quarterly report card on how U.S. consumers spend their listening day, fueled by Nielsen and Edison Research. While advertisers are constantly tracking changes in consumer behavior to improve the impact of their cross-channel marketing, The Record helps cut through with a unique representation of the time spent with ad supported audio.
So how have audio listening habits shifted in Q4 2025 compared to the prior quarter? Let’s dig into the data.

The Q4 audio overview

Daily audio consumption amounted to 3 hours and 54 minutes of daily listening across both ad supported and ad free platforms like radio, podcasts, streaming music services and satellite radio. In the fourth quarter of 2025, ad supported audio accounted for 63% of all listening.

Zeroing in on the ad supported audio universe, consumers spent 61% of their daily time in the fourth quarter with radio, 21% with podcasts, 15% with streaming music and 3% with satellite radio.

For advertisers planning for audio marketing campaigns, it is important to consider that 82% of all daily ad supported audio time goes to radio and podcasts, while only 15% goes to streaming music services.

A quarterly snapshot: Edison Research Share of Ear®

This chart shows how U.S. audiences spent their time with ad supported audio in Q4 2025.

Explore even more audio insights with the additional data tables.

Tracking radio listening by format

The following tables detail how the share of radio audience varies by format, age, demographic and platform for the top 15 largest-reaching AM/FM radio formats. These differentiate between the share of all radio listening and the share of streaming listening specifically, which are those listening to the digital streams of AM/FM radio stations. 

Explore even more audio insights with the additional data tables.

Explore even more audio insights with the additional data tables.

Get the latest audio insights

Explore the latest audio consumer insights from our January 2026 Audio Today Report, which details the power of radio among Hispanic consumers. Nielsen data shows that radio reaches more than 93% of all Hispanic audiences in the U.S. and creates unique emotional connections with listeners that influence them to act on ad exposures to a much higher degree than the general population.

The Record provides a quarterly analysis of audio listening behaviors across the total radio universe. The charts represent average daily usage and share of listening for U.S. audiences. 

For even more audio data and insights, explore our audio measurement solutions and connect with our team of experts.

Source

¹  Source: Edison Research, “Share of Ear®” Q4 2025

The post The Record: Q4 U.S. audio listening trends appeared first on Nielsen.

Holiday features account for more than a third of movie viewing time in December

A wealth of holiday titles, both new and old, make up more than a third of the month’s total movie viewing, whether it’s marathons on linear TV or the deep libraries of the streaming platforms. While the exact percentage may vary a bit year to year, the one-third share of viewing benchmark has been consistent.

Holiday fan favorites

Looking across the past four Decembers, we see many of the same titles appear in the top 10, even if their positions may change a bit. These include A Christmas Story (consistently boosted by TBS and TNT’s annual “24 Hours of A Christmas Story” marathon), Elf, the Grinch films (both the live action and animated versions), The Santa Clause, and National Lampoon’s Christmas Vacation. But one movie in particular has almost always topped the list: Home Alone. This 1990 classic, with strong cross-generational appeal, has been the top-viewed holiday film in three of the last four Decembers.

In 2024, it was unseated from the number one slot by the Prime Video original Red One, starring Dwayne Johnson. The streaming platform had previously cracked the top 10 the prior year with Eddie Murphy’s Candy Cane Lane, and has had the most success among native streamers in competing with the classic fan favorites. While Netflix hasn’t quite cracked the top 10 yet, it has had a few titles in the running the past couple of years, such as The Christmas Chronicles and That Christmas.

Finally, we’d be remiss not to mention the perennial debate about whether the 1988 action thriller Die Hard is a Christmas movie. Well, it seems viewers have embraced it as one, so we’ve included it as part of our analysis. And, in December of 2024, it landed just outside our top 10 rankings at number 11.

What’s trending so far this year?

We have already seen holiday titles popping up in our weekly top 10 streaming rankings during November, including the favorite classic How the Grinch Stole Christmas as well as newer Netflix originals A Merry Little Ex-Mas and Champagne Problems.

Stay tuned for updates coming in January. We will revisit these trends as the rankings for December settle—it will be interesting to see how much tradition factors into the results this time around.

Stay on top of more TV trends

Stay connected with our Top 10 all year long to track the most-watched titles in streaming, linear TV, and more. Interested in deeper insights? Check out our TV and Streaming audience measurement solutions.

The post Fan favorites drive the holiday viewing spirit appeared first on Nielsen.

Beyond these technological advances, the nature of measurement within marketing is also changing. The focus is shifting from not only what data is available, but also to how it is interpreted and used to guide decisions. As marketing objectives diversify—spanning brand building, performance and customer experience—so do the metrics that define success. This inherently brings to light differences in priorities across teams, markets, and functions.

Seen in this context, the challenge is not purely technical. It involves the strategic alignment of objectives, timelines and definitions of success to ensure that data serves a shared strategic purpose. The opportunity lies in connecting measurement more closely with intent, so that insight leads to impact.

Aligning metrics with meaning

Marketing measurement often produces more numbers than clarity. Organisations can track impressions, clicks, engagement, conversions, and spend across multiple platforms. Yet understanding which metrics truly reflect business impact remains a common challenge. The 2025 Nielsen Global Annual Marketing Survey asked marketers to identify their top two challenges in measuring ROI, and organizational alignment and clarity emerged as the most pressing concerns.

Citing stakeholder alignment across key metrics as their top challenge, 22% of marketers show that measurement is most effective when teams share a common understanding of what success looks like. In this context, it’s easier to see why 19% of marketers highlighted unclear KPIs and the sheer volume of data as a challenge—without clarity on what to track, even abundant data can be difficult to interpret.

At the same time, 17% noted siloed internal teams as a barrier. When teams work in isolation, differences in priorities and reporting practices make it harder to translate data into actionable insight. Operational hurdles also persist—incomparable data is a top challenge for 19% of marketers, and too many vendors or tools is a hurdle for 18%. Adding more tools to a fragmented plan only makes the fragmentation more visible. The real leverage point for improvement, however, remains the clarity of the overall marketing strategy. When strategic clarity exists, sophisticated tools can reveal sharper insights and highlight actionable opportunities, ensuring that campaigns are both efficient and effective.

Bridging the strategy gap

Agreeing on the right metrics is only the first step. Alignment alone does not guarantee that measurement translates into insight. Our 2025 Marketing ROI Blueprint shows a gap between confidence and execution—85% of marketers feel confident in tracking holistic performance yet only 32% actually measure holistically. This discrepancy highlights the strategic dimension of measurement. Measurement is not just a technical task but a capability that connects teams, clarifies priorities, and ensures that data drives meaningful decisions. Without this strategic link, even aligned metrics can remain disconnected from real business outcomes.

Simple adjustments can make a difference, such as ensuring key KPIs reflect business priorities, checking that teams interpret metrics consistently, and connecting insights across channels all help turn confidence into actionable clarity. 

Turning insight into impact

When measurement in marketing aligns with strategy, it moves beyond reporting activity to shaping decisions. It reveals which investments are performing, where resources can be optimised, and how the full picture of marketing impact comes together. Here is how you can take practical steps to make data work harder.

• Translate trends into strategic moves: High-performing teams interpret patterns in context—connecting campaign performance to broader customer behaviour or market shifts. This enables subtle adjustments in messaging, timing, or budget to produce measurable results.
• Uncover latent growth areas: A holistic view of performance often reveals what topline metrics overlook. Deeper analysis exposes patterns that point to new audiences, refined messaging opportunities or untapped channels. As 18% of marketers report that not enough granularity in measurement is a challenge, the value of precision becomes clear. Richer, more detailed insight doesn’t just explain past performance—it guides where growth will come from next.
• Invest where it counts: Not all metrics are equally valuable. Effective marketing strategies focus on signals that directly influence revenue, customer retention or long-term brand equity—turning insight into resource allocation decisions that meaningfully affect business outcomes.

Driving impact through clarity

The true measure of marketing impact is the clarity of insights that drive action, maximizing value beyond raw data volume. When metrics are interpreted in context and connected to business priorities, marketers can allocate resources effectively, optimize campaigns, uncover growth opportunities and maximise marketing ROI.

Our 2025 Marketing ROI Blueprint highlights how marketers are moving beyond fragmented tracking to a holistic approach that links strategy, performance and growth. It demonstrates how strategic clarity allows teams to prioritise high-value actions, uncover hidden opportunities, and optimise investments for sustained impact. Download the report to explore the full findings and understand how your measurement approach can evolve from activity-focused to outcome-driven turning insight into tangible business results. 

The post Why strategy matters more than tools for measurement in marketing appeared first on Nielsen.

What are Nielsen ratings?

Nielsen ratings are a standard measuring metric shaping the television and streaming industries. These ratings offer valuable third-party insights into viewership and audience engagement by providing metrics of how many people are watching specific programs and their interactions with various types of content. Nielsen ratings help U.S. networks, advertisers and content creators make informed decisions regarding programming, marketing strategies and audience targeting. 

Ratings are the percentage of the (TV-owning) population that watched a particular program or commercial. There are many variations: A rating may be based on live viewing only, live + same day playback, live + 3 days, live + 7 days, or even live + 35 days. 

There are also ratings for households as well as specific persons-level demographic groups. Nielsen publicly publishes household ratings within the Linear TV Top 10 topline rankings every week. 

Impact of Nielsen ratings on programming

By offering objective measurement of viewership and content consumption habits, Nielsen ratings help networks and producers evaluate the performance of their content and set industry-standard advertising rates. This information is significant not only for determining a show’s success but also plays a pivotal role in shaping programming decisions and schedules across the industry. 

High ratings often lead to series’ renewals, while it’s possible that low numbers can result in cancellations or significant changes to a series. Having strong supporting data insights on viewership allows networks to curate content that aligns with viewer preferences and enhances audience engagement.

Setting the standard in advertising

Advertisers depend on Nielsen ratings to make informed decisions on budget allocation and set industry-wide advertising rates. 

High ratings signify a larger audience, making specific programs more attractive for advertising placements. Consequently, this data affects ad pricing and helps advertisers effectively target their campaigns, ensuring their messages reach the right viewers at optimal times.

How are Nielsen ratings calculated?

Nielsen ratings data is developed through a combination of panel data and big data. The advantage of integrating panel and big data sources together is that it improves overall data quality to ensure more robust data that captures even the smallest audiences, and delivers a reliable view of content performance. Learn more about the methodology of how Nielsen ratings are calculated and how Nielsen is ringing in a new era of measurement starting with the Fall 2025 TV season.

Nielsen ratings in the era of streaming

As streaming platforms are a growing part of the entertainment landscape, measuring viewership has become increasingly complex. Unlike traditional broadcast television with scheduled program airtimes, streaming presents unique challenges. Viewers access content on various devices, on their own schedule, oftentimes on multiple streaming platforms which complicates the capture of accurate viewing habits and preferences.

Nielsen offers comprehensive streaming ratings that account for both live and on-demand viewing across multiple platforms. Nielsen uses advanced technology and methodologies to not only track who is watching but also provide insights into viewer engagement and demographics, empowering content creators and advertisers with data necessary to reach the right audiences.

When comparing traditional television ratings to streaming ratings, the differences become evident. Traditional Nielsen viewership ratings focus primarily on linear viewing, capturing data from specific time slots and audiences. In contrast, streaming ratings encompass a broader range of viewer behaviors, including binge-watching and time-shifted viewing, to reflect the on-demand nature of modern consumption. This comparative analysis highlights how Nielsen ratings are evolving to provide a more comprehensive understanding of audience behavior in a rapidly changing media environment.

Make confident business decisions

Nielsen is relied upon as the leading measurement provider for TV ratings, holding current deals with all major broadcasters, streamers and professional sports leagues — and Big Data + Panel was widely adopted by the vast majority of broadcasters and agencies as currency for the 2025 Upfront.

Through Nielsen’s Big Data + Panel measurement, we offer media content producers and advertisers a suite of solutions to be confident in the strategies to pursue and audiences they want to engage with.

The post Need to Know: What are Nielsen ratings? appeared first on Nielsen.

The show also exemplified America’s interest and fascination with the brave men and women who serve our country. From Band of Brothers to The Pacific. From Seal Team to The Unit to J.A.G to the whimsical Hogan’s Heroes, military-themed television shows have been a staple for as long as the medium existed.  

The storylines in military-themed shows have run the gamut from shining a light on incredible acts of bravery to humanizing moments of tragic loss. Today, content that centers military service ranges from creators across social media to best-selling video games. They have provided laughter and tears—and brought us closer to the people behind the uniform. Television has had the unique ability to bring the military into our living room, outside of the news, in a way that can change one’s perception of who they are and what they do. And most certainly, they have given us new appreciation of veterans. 
There are approximately 16 million veterans in the U.S. They are our neighbors, our friends and our co-workers. But the unique cultures and connection points of veterans and military families are often overlooked when it comes to advertisers. This despite the fact that veterans possess tremendous buying power and are vociferous consumers of televised entertainment.

For example, according to Nielsen Scarborough, veterans are 19% more likely than the national average to subscribe to a live TV streaming service. The data also shows that 65% have viewed broadcast TV in the past week while 66% have viewed cable TV in the past week.

Not surprisingly, veterans are also big consumers of electronics to enable their consumption of content. Nielsen data shows veterans have spent $1.7 billion on televisions in the past 12 months and more than $2 billion on other consumer electronics. But it doesn’t stop there. 

Veterans’ major spending is concentrated in areas related to establishing long-term stability—housing, furnishing and technology—underscoring their investment in their civilian lives.

Advertisers should absolutely take note. After all, the U.S. Census Bureau reported the median household income in 2024 was $83,730 while the average veteran household income is considerably more at $115,139.

Nielsen data further reveals that veterans spent $6.8 billion on purchases made on the internet in the last 12 months. Displaying their handiness around the house, veterans shelled out more than $10.7 billion on all home improvements in the past 12 months, and more than $2.1 billion was spent on furniture purchases. 

Also of note in the study, veterans are 22% more likely to work at home and 19% more likely to be a small business owner. Their strong family life is evident, as they are 23% more likely to own a dog. This means that marketers have a golden opportunity to target this group with small office/home office products, business software, and, naturally, pet food and services. 

As television ratings can attest, we have collectively been fascinated with the military for generations. But when it comes to veterans, we often overlook marketing to them, despite their tremendous buying power and consumption of content. After all veterans have given, they are  a population certainly worth serving. 

Learn more about Nielsen Scarborough, and explore our Diverse Audience Reports available for purchase now. 

The post Why advertisers can’t overlook the buying power of veterans appeared first on Nielsen.

Asian American consumers: the trend accelerators

The next wave of mainstream trends is already visible if you know where to look. Nielsen’s 2025 “Breakthrough ROI” report shows that Asian American Native Hawaiian and Pacific Islander (AANHPI) audiences serve as cultural accelerators, offering a preview of broader U.S. consumer behavior.

For media and advertising leaders, this represents a fundamental shift: global cultural awareness isn’t an asset anymore—it’s table stakes.

For example, in recent years, K-pop hits have topped U.S. music charts and streaming platforms have made popular Asian media like anime more accessible. As the fastest-growing population in the U.S., Asian Americans—many of whom have family and friends abroad—are leading these trends in the U.S. 

The Singles’ Day case study: when niche becomes mainstream

Consider Singles’ Day. Born in the 1990s as a playful anti-Valentine’s Day among Chinese college students, it’s now a $150 billion commerce phenomenon that dwarfs Black Friday and Cyber Monday combined. 

We’ve seen this velocity in cultural migration happen before: K-beauty redefined skincare routines globally. Bubble tea became ubiquitous. Anime aesthetics influence everything from fashion to film. Labubu collectibles went from Shanghai stores to infiltrating Hollywood.

Each began as a localized cultural moment. Each became a global business opportunity. And each followed the same pathway: digital-native communities discovered, amplified and exported these trends through social platforms and creator networks.

Digital fluency as a leading indicator:

AANHPI consumers spend 53% of their TV time streaming versus 44% for the total U.S. population, with nearly 20% on YouTube, double the national average. They’re 9% more likely to engage with retail media ads and +8% more likely to rely on social content for purchase decisions.

Creator-driven discovery:

They’re 15% more likely to discover brands through social media advertising, and  one-in-five say retail media is a helpful source for new product discovery. Among podcast listeners, AANHPI audiences deliver 80% unaided brand recall for CPG advertising, significantly above the 59% U.S. benchmark.

By understanding the cultural nuances that resonate with AANHPI consumers, brands can position themselves to create leading-edge marketing that appeals to the broader U.S. market. The what, where and how Asian Americans connect with brands and media isn’t just about the AANHPI community; it’s about understanding the future of the U.S. consumer market.

Global fluency equals cultural currency

Brands that project a global perspective signal creativity, confidence, and relevance. They feel cooler and more connected because they participate in a shared cultural conversation rather than recycling traditional conventions. It’s about recognizing that cultural innovation increasingly originates from multicultural communities that bridge local and global contexts.

The target audiences that once seemed homogeneous are no longer so. They blend New York streetwear, K-beauty skincare, Japanese gaming and Indian cuisine—often in the same scroll. For them, culture is not segmented by geography but synthesized through digital life. 

Singles’ Day shows what happens when brands recognize global cues early: they create anticipation, connect emotionally, and grow not by shouting louder, but by resonating wider. 

Strategic implications for media leaders

Brands that still treat multicultural engagement as a seasonal strategy rather than a standing capability will miss not just cultural moments, but market momentum.

Treat multicultural audiences as trend forecasters:

In the U.S., Asian American, Hispanic and Black consumers aren’t peripheral segments; they’re predictive models for mainstream cultural and commerce evolution.

Design for global shareability:

Create campaigns with cross-cultural touchpoints. Whether it’s an 11.11 activation, Lunar New Year moment, or Asian creator collaboration, these signals demonstrate cultural intelligence.

Partner with cultural bridges:

Collaborate with creators who navigate both local authenticity and global relevance. They provide early access to emerging cultural spaces while ensuring genuine engagement.

The competitive reality

In an attention economy where cultural relevance determines brand consideration, being globally fluent isn’t optional but it’s foundational. The next Singles’ Day is already emerging from communities that connect America to the world.

The question isn’t whether global trends will influence your audience, it’s whether you’ll recognize and respond to them early enough to matter. What separates market leaders from followers is the ability to see cultural signals and act with data, not instinct. 

In a world of infinite cultural access, there is no excuse for being culturally late. 

To learn more about how AANHPI audiences are driving larger cultural trends, download our “Breakthrough ROI” report.

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This surge in local news OTT app viewing is creating a powerful new ecosystem for broadcasters and brands alike—and is delivering deeper, more engaging content to viewers across local markets.

The digital migration is local

Over 65 local television stations have decided to measure their OTT audiences with Nielsen in order to compare (and sell) those audiences alongside those who view their newscasts traditionally. 

Looking at the data, we are seeing growth among local stations who are measuring their OTT apps. In August 2025, an average of 61 thousand people aged 2 and older tuned to their local stations through OTT, a 69% increase from a year prior.

The overall digital shift in news consumption has been well-documented, with over half of U.S. adults now consuming their news through digital platforms like websites, apps and social media. However, local TV news is uniquely positioned to capitalize on the connected TV landscape.

Local television broadcasters, already a highly trusted source of information in their communities, have aggressively moved their product to dedicated streaming apps. This effort is driven by a clear mandate: reach new audiences and provide content where viewers are already spending their time.

Key trends driving OTT growth

Bridging the age gap: For years, local TV’s primary audience has skewed older. However, OTT is providing a crucial lifeline to younger demographics. Studies show a significant number of Gen Z and Millennials are actively streaming local news on various platforms, a clear sign that broadcasters are successfully engaging the next generation of news consumers.

In September 2025, 73% of local OTT audiences were under 65, with 24% of that audience aged 35-49. Comparatively, among traditional linear viewers, about 51% of the audience is under 65, with 12.8% coming from people 35-49.

Opportunity for multicultural reach: While OTT provides content producers opportunities to connect with younger audiences, we also see the potential to reach diverse audiences. In September 2025, 29% of the local OTT audiences identified as Black, higher in comparison to 21% Black traditional local news audiences. Reach to Hispanic audiences was more equally split between OTT and traditional (~15%).

The power of on-demand and depth: Traditional linear newscasts are constrained by time. OTT apps shatter those constraints, allowing newsrooms to go deeper. Investigative units, for instance, are utilizing OTT to produce long-form, mini-documentary-style content, providing the in-depth context that viewers crave but often can’t get in a 30-minute broadcast.

Live and breaking news dominance: When severe weather hits or major breaking news occurs, local news remains an essential resource. Streaming apps provide the flexibility for 24/7 continuous live coverage, ensuring audiences get real-time updates directly to their preferred streaming device, often quicker than traditional means.  

In the visual below, San Antonio experienced a 3x increase in tuning as a result of the flooding of the Guadalupe River in Kerr County. Local news was there when it mattered most.

Localizing the ‘Plus’ model: Broadcasters are solidifying their streaming offerings with dedicated “Plus” apps and channels. Major station groups are expanding their live digital news streams, adding hundreds of new hours of local programming a week to meet the escalating demand for local coverage at all hours, including traditionally underserved time slots like the morning news block.

A profitable pivot

The explosion of local news viewing on streaming platforms is not just an audience win; it’s an economic one. OTT advertising revenue for local TV stations has grown significantly, driven by local advertisers who are increasingly willing to include connected TV in their media plans.

To illustrate the power of local viewership, we looked at a schedule comparison using three stations who are measuring OTT in Los Angeles. In this example, local OTT could bring up to a 20% lift by adding streaming to the traditional schedule. Streaming also has the ability to deliver higher frequency than traditional.

This is fundamentally changing the digital business model. Stations are evolving to act more like local digital agencies, bundling their own app inventory with third-party streaming placements to offer unified, full-funnel advertising strategies. For high-performing stations, two-thirds of their digital income now comes from off-property inventory, with streaming video buys serving as the centerpiece.

Advertisers benefit as well. Increased access to local consumers can help them reach key demographics with targeted local messaging, which can create connections and loyalty that pave the way for long-term success. 

What lies ahead

While the market for local news streaming remains fragmented, the trajectory is undeniable. The combination of a highly trusted local brand, the flexible delivery of OTT, and the ability to offer richer, on-demand content makes local news apps a vital component of the modern media landscape. As more stations invest in dedicated OTT production and original content, the gap between traditional linear viewing and streaming engagement is expected to narrow further, solidifying local news’s enduring relevance in the streaming age.

Learn more about Nielsen’s comprehensive television audience solutions, including local TV measurement.

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Horror makes (small) gains in October viewership

With the help of Gracenote’s genre data, we took a look at linear and streaming movie viewing over the past four Octobers to see what percentage of total watch time horror films contributed. We found a small but notable increase over time, with a bump of nearly one full percentage point between October 2023 and 2024. This reflects an ever-widening array of options for viewers.

Horror fan favorites

Getting into the individual horror titles, we’d be remiss not to mention the persistent presence of the franchise named after the very holiday being celebrated: Halloween. Whether it is the 1978 original or the more recent reboot films, the Halloween series and its villain Michael Myers are certainly viewer favorites. One of the films in this franchise has nearly always been the most-viewed horror movie on linear TV in October, even if it doesn’t make the combined linear and streaming top 10.

October 2022 marked a notable shift toward streaming exclusive titles, with Halloween Ends (Peacock), The Curse of Bridge Hollow (Netflix), Mr. Harrigan’s Phone (Netflix), and Hellraiser (Hulu) taking the top four slots. The following year, Disney’s Haunted Mansion, which had just come off of a summer box office run, dominated the rankings. The feature’s strong performance demonstrated that more comedic, family-friendly titles had equal appeal as true horror films.

In October 2024, no individual title reached the same heights as the prior year, which is a testament to how viewing was more evenly distributed across films. Still, streaming exclusives occupied the top two slots again—Don’t Move (Netflix) and Salem’s Lot (HBO Max).

Top horror movies by demographic

So how did different demographics influence the most-viewed movies rankings in comparison? While there are some differences among the various groups, more often than not, the same title will resonate across viewership. While horror may seem like a niche genre on the surface, the demographic data overall suggests it to be an audience unifier this time of year.

Horror trending in 2025

Let’s close with a look at which scary features are resonating with horror fans so far this year. Across the first week of October, viewers are connecting with a healthy mix of new and nostalgic horror titles, and they’re utilizing both linear and streaming channels to do so. Fresh off a summer box office run, M3gan 2.0 (Peacock) takes the top slot, but is followed closely by 1996’s Scream, which is available on both linear and streaming channels. Digital broadcast networks have gotten in on the action this year as well; Comet is on the board with 1962 classic Whatever Happened to Baby Jane?, while Bounce helped push The Intruder into the top 10.

All in all, horror films continue to be a growing part of television and streaming libraries, especially this time of year. This is great news for fans of the genre, giving them more options, both new and old, to enjoy even more spooky thrills and jumpscares from the comfort of home.

Stay on top of more TV trends

Stay connected with our Top 10, tracking the most-watched titles in streaming, linear TV, and more. Interested in deeper insights? Check out our TV and Streaming audience measurement solutions.

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