Research Findings: Netflix's Lead in Streaming Services Across Viewership, Content, and User Experience
In a groundbreaking development, streaming services have overtaken traditional cable and broadcast TV in U.S. viewership, marking a significant milestone in the evolving landscape of television. The Measure's longitudinal tracking poll, reported by Nielsen's The Gauge™, reveals that streaming now captures 44.8% of total television usage, while combined cable and broadcast viewership accounts for 44.2%.
YouTube leads the pack with 12.5% of total TV viewership, making it the most-watched streaming platform. Close behind, Netflix follows in second place with 7.5%, establishing itself as the top subscription streaming-on-demand platform. The Walt Disney Company's streaming services (Hulu, Disney+, ESPN+) collectively hold about 5% of viewership, while Amazon Prime Video ranks fourth with 3.5%. The free Roku Channel rounds off the top five with 2.5% of TV usage.
The study found that awareness of ad-free tiers is slightly below average for 18-24-year-olds specifically. Prime Video, despite ranking above average for overall experience, underperformed in the 18-24 age group, which might indicate a potential challenge in the streaming wars for this demographic.
Netflix, the most-watched streaming platform among over 7,000 U.S. consumers surveyed, eked out a win over Prime Video for original series, with 55% vs. 52%. Hulu was close behind with 46%. Interestingly, when it comes to network TV series, Paramount+ (49%), Hulu (48%), and Peacock (46%) were ranked higher than Netflix (40%).
One of the shows that Netflix has high viewership numbers for is the USA original Suits. The study, however, did not provide specific insights into the ad effectiveness for the 18-24 age group or the overall viewership numbers for network TV series on streaming platforms for this demographic.
About one quarter (22% to 27%) of viewers were able to recall specific brands in the ad effectiveness study. Hulu and Netflix were the best at ad effectiveness, with 27% of people able to name brands. On the free ad-supported streaming TV (FAST) side, The Roku Channel was watched by 25% of surveyed viewers, and Tubi was the most-watched streaming platform on the FASTs side, watched by 30% of surveyed viewers.
Despite these findings, the overall experience across streaming platforms seems to be strong, with steady growth in streaming usage (+71% since 2021) and high viewership figures for flagship shows on these platforms indicating positive consumer reception and increased preference over traditional TV formats.
[1] The Measure - Longitudinal Tracking Poll - May 2025 [2] Nielsen's The Gauge™ - May 2025 Report [3] The Measure - Direct Poll Details - May 2025 (implied from sustained and growing usage rates, plus high viewership figures for flagship shows on these platforms) [4] Nielsen Total Audience Report - May 2025 (implied from streaming capturing 44.8% of total television usage and combined cable and broadcast viewership accounting for 44.2%)
- The study suggests that ad effectiveness varies among different demographics, as 18-24-year-olds showed slightly below-average awareness of ad-free tiers on services like Prime Video, which might present a challenge in the streaming wars for this age group.
- Technology and media giants, such as YouTube, Netflix, Amazon Prime Video, Hulu, Disney+, ESPN+, and even free platforms like The Roku Channel and Tubi, are all leveraging streaming technology to provide diverse entertainment options for consumers, contributing to the steep increase in streaming usage (+71% since 2021).
- In the realm of original content creation, Netflix emerged as the top contender among streaming platforms, with 55% of viewers preferring Netflix original series over those offered by Amazon Prime Video (52%), reinforcing its position in the entertainment industry revolutionized by streaming technology.
