Key Reasons for NBC’s Declining Ratings

1. Shift to Streaming and On-Demand Viewing

• Traditional broadcast networks like NBC are losing viewers as audiences increasingly opt for streaming services such as Netflix, Hulu, Peacock, and others. Many viewers now prefer to watch shows on their schedule, rather than tuning in live, which directly impacts NBC’s linear ratings.  This trend is especially pronounced among younger demographics, who have abandoned mainly appointment television in favor of on-demand content.

2. Erosion of Live TV’s Relevance (Except for News and Sports)

• The only genres still drawing significant live audiences are news and sports. Entertainment and scripted programming, NBC’s traditional strengths, have seen steep declines as viewers migrate to platforms that offer greater flexibility.

3. Daytime and Primetime Struggles

• NBC’s daytime programming, including shows like “TODAY with Jenna & Friends,” has hit new season and likely series lows in total viewership, reflecting broader struggles across its schedule. Even long-running franchises are not immune to these declines.

4. Competitive Pressure

• NBC and ABC have both fallen behind Fox News Channel in total viewership, a significant shift in the broadcast landscape. Fox News has managed to grow its audience, particularly in news and opinion programming, while traditional networks have not kept pace.

5. Fragmentation of Audience and Advertising Demographics

• The proliferation of streaming services and cable options has fragmented the audience, making it harder for NBC to maintain large, unified viewership numbers. This fragmentation also affects key advertising demographics, which are crucial for network profitability.

6. Management and Structural Issues

• NBC’s internal management challenges and frequent leadership changes have contributed to its inability to adapt quickly to industry shifts. Past issues with executive decision-making and organizational structure have hindered effective responses to declining ratings.

Summary Table: Key Factors Behind NBC’s Ratings Decline