TVB: Why Most Prefer Watching Live Sports on Broadcast Over Streaming

Streaming entertainment is all the rage, but when it comes to live sports, it looks like broadcast TV still reigns supreme. A recent postseason match-up between the Green Bay Packers and the Chicago Bears caught a lot of attention for being the most-streamed game in NFL history on Amazon. But the Television Bureau of Advertising (TVB) points out that local broadcast stations in the home markets of the two teams playing also drew a significant number of viewers.

In fact, data from Nielsen shows that broadcast networks outperformed streaming platforms overall this year, with exceptions like the Amazon playoff game between the Packers and the Bears, which stood out on its own. While streaming platforms are growing, broadcast television remains the go-to choice for reaching the largest NFL audiences, according to TVB.

One interesting development in the 2025 NFL season was that all four broadcast networks offered live football games on their own streaming platforms, in addition to cable, satellite, and broadcast TV. Nielsen’s Big Data + Panels product measures viewership on streaming platforms, showing a dynamic landscape where traditional TV and streaming apps compete for viewers’ attention.

Nielsen’s Gauge report offers a glimpse into the balance between traditional TV and streaming apps, with YouTube excluded due to its unique position as a non-producer of entertainment content. The report reveals that broadcast and cable TV still command a larger share of TV time compared to all streaming apps combined.

While streaming may be on the rise, it seems like good old-fashioned broadcast TV is here to stay when it comes to live sports. So, next time you settle in to catch a game, don’t forget about those trusty local broadcast stations.