Every September, the same story plays out. School uniforms are pressed and ironed, classrooms fill up, homework abounds and naturally, screen time among younger audiences takes a dip. For streaming platforms, this shift translates into fewer minutes watched and a sudden drop-off in monthly performance. Nielsen’s latest data demonstrates just how sharp that impact can be. According to a recent report, viewing among 6–17 year-olds fell nearly 9% from July to August, and by more than 20% across the month as school got underway. Meanwhile, traditional TV managed its first gains since spring, strengthened by the return of live sports. These numbers highlight an undeniable seasonality in broadcasting: the back to school period paints an entirely new picture for streaming platforms.

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In this article, we’ll explore the real impact of summer-autumn seasonality on streaming platforms, the short-term advantage it gives to traditional TV, and what streaming platforms can do to weather the back-to-school slump.

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The back-to-school effect on streaming

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Streaming giants like Netflix, Disney+, Prime Video, and Hulu compete fiercely for younger viewers, offering vast libraries tailored to children and teens, complete with dedicated profiles and parental controls. According to a YouGov poll, families often choose services based on how much age‐appropriate content is available. In fact, 39% of parents said that children’s content availability influences their subscription choices. This means that when school is out, these platforms enjoy elevated engagement among kids. But when routines reset in September, they are among the first to feel the drop.

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Nielsen’s August 2025 data shows exactly how sharp that decline is. Viewing among 6–17 year-olds fell nearly 9% from July, and by nearly 21% from the start to the end of August. Streaming overall lost about 8%, with kids and teens accounting for a 22% drop in engagement over the same month. The causes are predictable, including earlier bedtimes, homework, after-school activities and generally fewer hours of leisure time. For streaming platforms, these figures prove how seasonality affects viewing, offering annual expectations about what usage looks like once school is back.

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Traditional TV’s comeback 

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But there was an upside of the back-to-school period for the broadcasting world. While kids were spending fewer hours in front of the screen, adults in the U.S. were coming back in force, particularly for live sports. The kickoff of the college football season turned late August into ratings hype for traditional TV, breaking a months-long decline. Nielsen’s report shows how FOX’s Ohio State vs. Texas game drew 16.6 million viewers, while ABC carried three separate matchups: Notre Dame vs. Miami, Alabama vs. Florida State, and LSU vs. Clemson, each attracting over 10 million viewers.

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Cable also benefitted from this momentum, especially among the coveted 18–49 demographic. ESPN and other sports networks saw viewership climb sharply, with cable sports viewing up nearly 30% compared to July. The draw of live, appointment-based content provided a clear short-term lift for traditional TV, highlighting the enduring value of sports rights in a market where on-demand viewing tends to dominate.

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Lessons for streaming platforms

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In August, streaming continued to dominate TV viewership, capturing 46.4% of total time spent watching television. However, the month's decline highlighted a significant vulnerability: even with high baseline numbers, streaming platforms are susceptible to seasonal fluctuations. The return to school, involving live sports and structured routines, has had a negative impact on streaming's relative gains. Meanwhile, Roku-powered devices continued to gain market share: in July 2025, streaming on these devices accounted for 21.4% of all U.S. TV viewing, exceeding broadcast TV's 18.4%, according to Nielsen. 

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Original content remained a lifeline. Netflix held its edge with a strong slate of exclusives, and Prime Video stood out by blending originals with NFL preseason content to mitigate the back-to-school slump. But equally noteworthy is how free, ad-supported streaming (FAST) platforms are growing in influence. The Roku Channel, already ranked the most watched free ad-supported streaming service in the U.S. by Nielsen in late 2024, has solidified its position. 

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For more insights into trends in streaming platforms and content delivery, or to find out more about System73’s Data Logistics Platform, visit www.system73.com.

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