For Disney and FOX, college football and the NFL translated into measurable share gains, just as streaming platforms contended with seasonal slowdowns tied to back-to-school viewing shifts. Disney grew its share of total TV usage to 9.7% in August, up 0.3 points from July, as coverage of college football and NFL preseason fueled viewing. FOX affiliates also benefited from football, climbing 14% and raising the company’s overall share to 6.7%, an increase of 0.2 points. Comparing the first and last weeks of the month, FOX affiliates gained 36%, ABC affiliates rose 29%, and ESPN spiked 196%, aided by the season premiere of College GameDay. Like Disney and FOX, both companies saw contributions from their broadcast affiliates as football returned to the schedule.