Broadcast TV Is Rebounding. Should Netflix Take Note?

While industry experts often portray linear television as on a downward spiral with declining revenue and viewership, the reality is far more nuanced. There are undeniable success stories within broadcast networks, particularly during the fall season. Networks like CBS and Fox have reported significant rebounds in viewership, with CBS averaging 4.4 million viewers during its premiere week and Fox seeing a 10% increase in season-to-date viewership compared to the previous year.

This resurgence stands in contrast to Netflix's recent challenges, as evidenced by co-CEO Ted Sarandos' admission of the company's need for "better execution in the U.S." when it comes to programming.

Despite these issues, linear television has proven to be resilient. It excels at creating long-running series that generate substantial streaming views on platforms like Netflix and maintains a consistent release schedule. Networks have also shown expertise in leveraging intellectual property to expand the universe of their scripted and unscripted franchises.

This season, viewers witnessed a plethora of noteworthy shows across both scripted and unscripted genres. CBS' "Yellowstone" spinoff "Marshals" debuted with 8.21 million viewers, while each network combined scripted and unscripted series to engage their audience. ABC's "Dancing With the Stars" and NBC's "The Traitors" continued to rise in popularity.

Furthermore, several shows managed to overcome the notorious sophomore slump that has plagued many streaming shows. For instance, CBS' "Marshals" experienced an 8% increase from its Season 1 average, while Fox's "Best Medicine" Season 2 premiere set a new peak for the network in nearly four years.

The success of this season's new launches also demonstrates smart utilization of intellectual property to attract a wide audience and expand franchise reach. Shows such as "The Traitors: New Blood" and "NCIS: New York" have capitalized on their proven track records on linear television to gain widespread viewership. NBC's "The Traitors: New Blood," which leveraged the success of its predecessor on Peacock, has quickly become one of NBC's top-rated shows in the 18-49 demographic.

Similarly, CBS' "NCIS: New York" paired beloved franchise stars LL Cool J and Scott Caan, resulting in a 53% increase in viewers compared to last year's premiere.

While streaming platforms possess extensive partnerships with creative talents such as Shonda Rhimes, there is value in examining less flashy titles and learning from their success. Even with wholly new shows like "Cupertino" and "Eternally Yours" on CBS or "Line of Fire" on NBC, creators with a proven track record on linear networks are garnering support from their audiences.

As the fall season progresses, broadcast networks continue to unveil highly anticipated shows, such as Fox's "Baywatch" and the return of ABC's "High Potential" and CBS' "Matlock," further solidifying their potential for a strong 2026-27 season.