• by Wayne Friedman , Staff Writer, Today

Traditional TV content viewing of long-form programming -- half-hour and hour-long TV shows -- still commands major attention among adults age 18 and up -- comprising 67.4% share for June for ad-supported linear TV networks, according to the TVB.

The non-profit trade association for the ad-supported TV industry says June’s streaming share is 32.6% (excluding YouTube) for long-form content with advertising -- up from 31.4% in May.

Ad-supported linear TV for viewers age 18-plus is down from its 68.6% level in May 2024.

Looking more broadly, for viewers age two and up for advertising-supported platforms, linear TV share has a lesser -- but still leading -- share at 53.3% for June, while streaming share is 46.7%.

Share for linear TV dipped from 55.1% in May 2025, while streaming share was up from 44.9%.

The TVB says data sources come from Nielsen NPower and Arianna, Comscore, SRDS and Vivvix.

Per a Dynata survey of viewers 50 years and older, from those who had purchased or planned to purchase an active adult/retirement community residence, TV still commands a 53% awareness level. Social media is at 6%, with 2% each for paid streaming, free-streaming and non-TV/movie streaming video.

Looking just at linear TV, the survey also shows 69% of respondents believe broadcast TV is “most important," compared to cable TV at 31%.

Advertising spend going to linear TV was $60.6 billion in 2024 -- projected to drop to $56.8 billion by 2027, according to eMarketer.

This year, connected TV is estimated to get to $26.6 million -- up from $23.6 billion in 2024.