YouTube Leads in Viewer Shares among Streaming Platforms; Netflix Holds Largest Audience Reach
In 2024, streaming platforms continued to dominate the media landscape, with 90% of homes actively accessing streaming content, according to recent data. This shift away from traditional broadcast and cable television is evident in the household reach of the major streaming platforms.
Netflix, the pioneer of the streaming revolution, leads the pack with a reach of 71%. Hulu follows closely behind with a household reach of 50%, while YouTube comes in third with 67%. These numbers highlight the increasing popularity of streaming services, with more and more households turning to them for entertainment.
When it comes to the share of viewing time among major streaming platforms, YouTube takes the lead with a significant 21%. Netflix comes in second with 16%, while Hulu claims a 10% share. The exact ranking of other platforms, such as Prime Video, Paramount+, Peacock, and Tubi, is not available in the current data, although TVision's "State of Streaming 2025" report is expected to provide more insights.
Advertising on streaming platforms has also seen a significant shift. Netflix's share of streaming ad time doubled from Q1 to Q4 2024, reaching 3% for the entire year. Hulu leads in this category, with a 13% share of streaming ad time among major platforms. YouTube, Prime Video, Roku, and Pluto TV each have a 11%, 3%, 4%, and 3% share of streaming ad time, respectively.
Interestingly, more than 50% of Netflix's new subscribers sign up for the ad-tier model, indicating a growing acceptance of ads in exchange for lower subscription costs. Netflix reported 70 million ad-tier subscriptions in 2024, while Paramount+ and Peacock each have a 4% share of streaming ad time.
Other platforms, such as Tubi, are also growing in popularity. Tubi reported 10 billion streaming hours and 97 million monthly active users in 2024, highlighting its growth but not ranking it across platforms.
In addition, OEM fast channel apps had a collective household reach of 36%. The exact ranking of these apps in terms of viewing time is not available in the current data.
As the streaming landscape continues to evolve, it will be interesting to see how these numbers change in the coming years. The TVision's "State of Streaming 2025" report is expected to provide a more comprehensive overview of the current state of streaming platforms and their respective shares of viewing time.
- In 2024, the major streaming platforms dominated the media landscape, with over 90% of homes accessing streaming content.
- Netflix, with a reach of 71%, led the pack in terms of household reach among the major streaming platforms.
- YouTube claimed the top spot when it comes to the share of viewing time among major streaming platforms, with a significant 21%.
- Advertising on streaming platforms saw a significant shift in 2024, with Netflix's share of streaming ad time doubling from Q1 to Q4, reaching 3% for the entire year.
