Legacy Media Gained Ground In October 2025

YouTube held onto its lead as the top media distributor in Nielsen’s October Media Distributor Gauge with 12.9% of total TV usage, even as Disney, Fox, Paramount, and Warner Bros. Discovery posted strong gains fueled by the NFL, MLB playoffs, and a refreshed broadcast schedule.

The tech giant’s share rose 0.3 points month-over-month (+4% in total viewing time), powered by double-digit growth among kids and teens during fall school breaks across the U.S.

Disney claimed second place with 11.4% of TV (+0.7 share points, +7% viewing), marking the month’s biggest gain. Balanced growth across linear and streaming drove the increase: ESPN and ABC affiliates each jumped 9%, while Disney+, Hulu, and ESPN+ rose 7%. ABC affiliates and Disney’s streaming platforms each added 0.3 share points.

NBCUniversal held third at 8.6%.Fox surged to fourth with 8.4% (+0.5 points), propelled by the MLB playoffs. FS1’s American League Championship Series coverage delivered a 285% viewing spike and contributed 0.4 points alone, while Fox affiliates rose 12% on the World Series opener, Big Noon Saturday college football, and Sunday NFL games.

Paramount rounded out the top five at 8.2%, lifted by a 13% increase at CBS affiliates and 8.3% growth at Paramount+. NFL games dominated CBS’s top three programs, but the network also owned the top three non-sports broadcast shows with “Tracker,” “60 Minutes,” and “Matlock.”

Netflix took sixth place with 8%, followed by Warner Bros. Discovery at 5.6% (+0.2 points), boosted by a 93% surge at TBS from its exclusive National League Championship Series coverage of Dodgers-Brewers.The rest of the ranking: Amazon (3.8%), The Roku Channel (2.8%), Scripps (1.9%), Weigel Broadcasting (1.4%), Hallmark (1%), A+E Networks (0.9%), and AMC Networks (0.7%).