Nielsen, a leader in audience measurement and marketing intelligence, has unveiled its 2026 Upfront Planning Guide, providing a comprehensive analysis of trends in ad-supported television viewership. This guide aims to furnish advertisers and agencies with essential insights as they prepare for this year’s upfront marketplace, examining audience demographics and the burgeoning realms of FAST (Free Ad-supported Streaming Television) and AVoD (Advertising Video on Demand).
A significant takeaway from the report is the recognition that linear TV, FAST, and AVoD are not isolated entities but rather parts of a cohesive ecosystem. Each streaming option attracts distinct audience profiles, thereby offering unique opportunities for advertisers to expand their reach.
Among adults aged 18-49, the data reveals that 63.8% of their TV viewing time is dedicated to ad-supported content. Interestingly, streaming constitutes 66.7% of this viewing, with 81.1% occurring on ad-supported tiers of platforms like YouTube, Hulu, Prime Video, Peacock, and Paramount+. These platforms offer an appealing mix of content, including originals and sports, that draws viewers in. The remaining 19% of streaming viewership comes from FAST platforms, which offer free access to diverse content.
Though streaming is on the rise, linear TV continues to play a vital role, especially for live sports, news, and primetime programming. These genres remain popular among the 18-49 demographic.
Moreover, FAST platforms such as Roku Channel, Tubi, and Pluto are emerging favourites among viewers aged 35 to 64. Approximately 28% of Gen Xers report purchasing products featured in streaming TV advertising frequently.
On the other hand, non-FAST AVoD services, such as YouTube and Disney+, are particularly effective at capturing younger audiences, including those aged 18-34 and 2-17. The even age distribution across these services presents a compelling opportunity for advertisers to reach a cross-generational audience.
The report also highlights the impact of sports viewership on the growth of ad-supported TV. The NBA’s evolving distribution strategy illustrates this trend, leveraging streaming options to engage younger fans while maintaining a broad reach through traditional broadcasting. Notably, sports represented nearly 30% of all ad-supported TV viewing among adults aged 25-54 in Q4 2025.
As ad-supported TV viewing continues to rise—reaching 74.2% of overall TV viewing in Q4 2025—Nielsen’s insights underscore the importance of embracing the integrated ecosystem of linear, FAST, and AVoD. By recognising the unique strengths of each platform, advertisers can maximise their outreach and optimise their strategies in an ever-evolving marketplace. As Brian Hughes, Nielsen’s Data Communications Director, aptly puts it, these pillars of ad-supported TV can create multiplied opportunities when used collaboratively.
