Insights
July 12, 2025
Which streaming service has the most viewers? (Q2 2025)
Table of Contents
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12.5%
YouTube's share of total U.S. TV viewing
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8.5%
Netflix's share of total TV viewing (No. 2)
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302M
Netflix global subscribers (leading by subscribers)
YouTube is the most-watched streaming service in the United States, commanding 13.4% of total TV viewing time in July 2025, according to Nielsen's monthly Gauge report. This marked YouTube's sixth consecutive month as the top streaming destination and its largest lead over competitors since Nielsen began tracking TV usage by company. Netflix follows in a strong second place among pure streaming services at 8.8%, while Disney's combined platforms (Hulu and Disney+) captured 9.4% of total viewing. For advertisers, understanding which streaming services dominate viewership is essential for making informed decisions about where to allocate television advertising budgets.
The answer to "which streaming service has the most viewers" depends on what metric you're measuring. YouTube leads in viewing time on television screens, but Netflix leads in global paid subscribers. Amazon Prime Video reaches more households than almost any service due to its Prime membership bundling. Each metric tells a different story about the streaming landscape, and advertisers benefit from understanding all of them.
What the data shows
Different measurement approaches reveal different aspects of streaming platform dominance. Nielsen's Gauge report tracks actual viewing time on television screens, while subscriber counts measure paying customers and household reach indicates platform availability. All three matter for advertising decisions.
Share of total U.S. TV viewing (Nielsen, July 2025)
According to Nielsen's Gauge, here's how streaming platforms ranked by share of total television viewing:
YouTube: 13.4% (No. 1 for 6+ consecutive months, achieving its highest share)
Disney (combined): 9.4% (Hulu + Disney+, planning to merge into one app)
Netflix: 8.8% (highest share recorded for the platform)
Amazon Prime Video: 3.9% (boosted by "The Summer I Turned Pretty" and "Ballard")
Roku Channel: 2.8% (7.5% month-over-month growth, largest proportional gain)
Max: 1.8% (Warner Bros. Discovery's streaming service)
Peacock: 1.6% (NBCUniversal's streaming platform)
Paramount+: 1.4% (includes content from CBS, Paramount Pictures)
Tubi: 1.3% (free ad-supported streaming service)
Pluto TV: 0.9% (Paramount's free ad-supported service)
To put these numbers in perspective, Nielsen reported that streaming reached a historic milestone in 2025, representing 47.3% of all TV viewing in July, the highest streaming share ever recorded. This means streaming now exceeds the combined viewership of broadcast (approximately 20%) and cable (approximately 24%).
The 4-point gap between YouTube (13.4%) and Disney (9.4%) represents the largest lead any media company has taken since Nielsen began tracking this metric in November 2023, according to Variety. YouTube's dominance is even more impressive considering that Nielsen only measures viewership on television screens, while YouTube likely captures an even larger share across mobile devices.
Global subscriber counts
By paid subscriber count, the rankings look different:
Netflix: 302 million global subscribers (Q3 2025)
Amazon Prime Video: 200+ million estimated (bundled with Prime membership)
Disney+: 132 million subscribers globally
Max: 100+ million subscribers
Paramount+: 72 million subscribers
Peacock: 36 million paid subscribers
Netflix's subscriber leadership reflects its global reach across 190+ countries and its status as a pure subscription service (though now with an ad-supported tier). Amazon's numbers are harder to parse since Prime Video access comes bundled with Amazon Prime membership for shipping and other benefits.
Household reach
By U.S. household penetration:
YouTube: 68% of U.S. households
Netflix: 72% of U.S. households
Amazon Prime Video: 67% of U.S. households
Hulu: 36% of U.S. households
Disney+: 34% of U.S. households
Netflix's high household reach combined with lower viewing share suggests its subscribers watch less frequently than YouTube users, likely due to YouTube's free model encouraging more casual viewing sessions.
Breaking down the numbers
Understanding why different platforms lead in different metrics helps advertisers make better targeting decisions.
Why YouTube leads in viewing time
YouTube's dominance in viewing share stems from several factors. First, its free, ad-supported model eliminates the subscription barrier that limits other platforms' reach. Anyone with internet access can watch YouTube without payment commitment.
Second, YouTube's content breadth is unmatched. The platform hosts everything from 30-second clips to full-length movies, music videos to educational content, creator vlogs to professional productions. This variety keeps users coming back throughout the day for different content needs.
Third, YouTube has successfully transitioned to the television screen. While traditionally associated with phones and computers, YouTube is increasingly consumed on TVs through smart TV apps, Roku, Amazon Fire TV, and other devices. This living room presence puts YouTube in direct competition with traditional streaming services.
Fourth, YouTube's recommendation algorithm excels at keeping viewers engaged. The platform's ability to surface relevant content encourages longer sessions and more frequent returns. For advertisers, this engagement translates to more opportunities to reach audiences with YouTube TV advertising.
Why Netflix leads in subscribers
Netflix's subscriber leadership reflects different strengths. The platform pioneered subscription streaming and has the strongest brand recognition in the category. When people think "streaming service," Netflix often comes to mind first.
Netflix's content investment creates appointment viewing. When a major Netflix original launches, subscribers log in specifically to watch it. This differs from YouTube's more casual, browse-and-discover viewing pattern.
Netflix's ad-supported tier has been a significant success since launching in late 2022. The lower-priced option has attracted price-sensitive subscribers while opening premium advertising inventory. For advertisers, Netflix's TV viewing share represents high-quality, engaged audiences in a premium environment.
The Disney bundle effect
Disney's combined 9.4% share includes both Hulu (approximately 2.1%) and Disney+ (approximately 1.8%), with additional viewing from other Disney-owned properties. Disney has announced plans to merge these apps, which will create a more unified viewing experience but won't necessarily change the underlying viewing behavior.
Hulu's live TV offering contributes to its viewing share by including traditional broadcast and cable programming. This hybrid model bridges streaming and traditional TV in ways pure streaming services don't.
Amazon's bundled advantage
Amazon Prime Video's metrics are complicated by its bundling with Amazon Prime membership. Many Prime subscribers have video access without actively choosing it. This creates high reach but potentially less engaged viewing.
Amazon's 2024 introduction of ads to the base Prime Video tier significantly expanded available advertising inventory. For advertisers, this represents access to Amazon's wealthy subscriber base through CTV advertising.
The rise of free ad-supported streaming
Free ad-supported streaming television (FAST) services like Roku Channel, Tubi, and Pluto TV continue growing. Roku Channel's 7.5% month-over-month growth to 2.8% share demonstrates that ad-supported models can attract significant audiences.
For advertisers, FAST services often offer lower CPMs than premium subscription services while still delivering engaged, living-room viewing audiences. The growth of these platforms creates additional inventory for streaming TV advertising.
Why it matters for your business
Understanding streaming platform rankings helps businesses allocate advertising budgets effectively, but the insights extend beyond simple "advertise on the biggest platform" logic.
Reach versus environment
YouTube's largest reach doesn't automatically make it the best advertising option for every business. YouTube's content environment is more varied and includes user-generated content alongside professional productions. Netflix and premium streaming services offer more controlled, "premium" environments that some advertisers prefer.
Consider your brand positioning. A luxury brand might value Netflix's premium perception over YouTube's broader reach. A startup seeking maximum exposure might prioritize reach over environment. Both approaches can work depending on your specific goals.
Audience composition differences
Different platforms attract different demographics. YouTube skews younger and includes more male viewers. Netflix has broader demographic appeal. Hulu's live TV component attracts sports viewers. Amazon Prime Video correlates with higher household income due to Prime membership costs.
For businesses targeting specific demographics, platform selection matters. A business targeting young adults might weight YouTube more heavily, while one targeting affluent households might prioritize Amazon Prime Video.
The aggregation advantage
Most small businesses don't need to choose a single platform. Services like Adwave aggregate inventory across 100+ streaming channels, including YouTube, Netflix, Hulu, Amazon, and many others. This approach provides broad reach while letting algorithmic optimization find your best-performing placements.
For small business TV advertising, aggregated platforms often deliver better results than betting on a single service. You benefit from each platform's unique audience while the platform handles optimization.
Timing and seasonal considerations
Viewing patterns shift seasonally. Nielsen notes that fall brings changes as sports and network programming return. Summer months favor streaming as broadcast enters reruns. Holiday periods see viewership spikes across platforms.
Smart advertisers adjust platform allocation based on these patterns. During major streaming releases (like new seasons of popular shows), advertising on those platforms can capture heightened engagement. During sports seasons, platforms with live programming may offer better value.
How to take advantage of this trend
The streaming landscape's fragmentation creates both challenge and opportunity for advertisers.
Start with aggregated access
Unless you have strong reason to target a specific platform, begin with aggregated access through services that provide reach across multiple streaming services. This approach provides broad reach while gathering data about which platforms perform best for your specific business.
Platforms like Adwave offer access to YouTube, Netflix, Hulu, Peacock, and 100+ other channels with campaigns starting at $50. This low barrier to entry enables testing before committing larger budgets to specific platforms.
Let data guide platform allocation
After initial campaigns, analyze which platforms drive results. Some businesses find YouTube delivers their best cost-per-acquisition despite its broader audience. Others discover premium environments like Netflix convert better despite higher CPMs.
Your data will likely differ from industry averages because your product, messaging, and target audience create unique dynamics. Resist the temptation to assume the "biggest" platform is automatically best for you.
Consider the full funnel
Different platforms may serve different funnel stages. Broad-reach platforms like YouTube excel at awareness building. Premium environments like Netflix may better support consideration and brand building. Understanding where each platform fits your customer journey enables more strategic allocation.
For businesses with limited budgets, aggregated platforms handle this optimization automatically. For larger advertisers with more resources, platform-specific strategies can unlock additional value.
Stay current with platform changes
The streaming landscape evolves rapidly. Netflix added ads in 2022. Amazon added ads in 2024. Disney will merge Hulu and Disney+ apps. YouTube continues developing its TV presence. Each change affects advertising options and opportunities.
Subscribe to industry publications or follow sources like Nielsen to stay informed about shifts that might affect your advertising strategy.
The bigger picture
Streaming's growth represents a permanent shift in media consumption, not a temporary trend. Understanding this context helps businesses plan long-term advertising strategies.
Streaming dominance is permanent
Viewers aren't returning to traditional cable. The 47.3% streaming share represents a structural shift in how Americans watch television. Younger generations who grew up with streaming will carry these habits throughout their lives, further cementing streaming's dominance.
For advertisers, this means CTV advertising skills are no longer optional. Understanding how to reach streaming audiences is a core marketing competency for any business that uses television advertising.
Fragmentation will continue
The streaming landscape is becoming more fragmented, not less. New services launch, existing services expand, and audience attention splits across more options. This fragmentation benefits advertisers by creating competition for advertising dollars and driving platform innovation.
YouTube and Netflix lead different categories
YouTube and Netflix will likely continue leading their respective categories. YouTube's free model and content breadth make it difficult to displace from viewing time leadership. Netflix's brand, content investment, and global reach sustain its subscriber leadership.
Both platforms represent essential parts of any comprehensive streaming advertising strategy. The question isn't which one to choose but how to balance investment across both (and other platforms) based on your specific goals.
Traditional TV continues declining
As streaming grows, traditional broadcast and cable continue declining. Combined broadcast and cable now represent less than 45% of total TV viewing, down from majority share just a few years ago. This shift accelerates advertiser migration to CTV and streaming platforms. Businesses that develop streaming advertising capabilities now will be better positioned as the shift continues. The advertisers who establish streaming expertise today will have significant advantages as the remaining traditional TV viewership continues migrating to streaming platforms over the coming years.
What experts are saying
Industry observers have noted the significance of streaming's growth and YouTube's sustained leadership.
Nielsen reported that streaming "reached a historic TV milestone" in May 2025 when it "eclipsed combined broadcast and cable viewing for the first time." This milestone underscores the permanent nature of the streaming transition.
Variety noted that YouTube's 13.4% share is "doubly impressive in the context of the platform's overall reach" because Nielsen only measures TV viewing, while "YouTube meets a sizable portion of its audience on mobile devices." This suggests YouTube's true streaming dominance is even greater than the TV-only numbers indicate.
Industry analysts expect platform rankings to shift seasonally as "the fall TV season begins, with sports and the return of network projects shifting audiences' viewing habits," according to Nielsen's analysis. Advertisers should monitor these shifts when planning campaign timing.
Common questions answered
Which streaming service has the most viewers in 2025?
YouTube is the most-watched streaming service in the United States with 13.4% of total TV viewing time (July 2025), according to Nielsen. Netflix follows at 8.8%, with Disney's combined platforms (Hulu and Disney+) at 9.4%. YouTube has maintained the top position for six consecutive months and holds its largest lead since Nielsen began tracking this metric.
How does YouTube compare to Netflix in viewership?
YouTube leads Netflix by 4.6 percentage points in TV viewing share (13.4% vs. 8.8% in July 2025). However, Netflix leads in global subscribers (302 million vs. YouTube's free model) and arguably offers a more premium advertising environment. Both platforms are valuable for advertisers but serve different strategic purposes.
What percentage of TV viewing is streaming?
Streaming represents 47.3% of all U.S. TV viewing as of July 2025, according to Nielsen. This is a record high and marks the first time streaming has exceeded the combined viewership of broadcast (approximately 20%) and cable (approximately 24%). The streaming share has grown consistently and is expected to continue increasing.
Why is YouTube the most watched streaming service?
YouTube's dominance stems from its free access model, unmatched content variety, effective recommendation algorithm, and successful transition to television screens. Unlike subscription services, YouTube has no payment barrier, which maximizes reach. Its diverse content library keeps viewers returning throughout the day for different needs.
Can small businesses advertise on YouTube and Netflix?
Yes, small businesses can reach YouTube and Netflix viewers through aggregated CTV platforms like Adwave, which provide access to 100+ streaming channels including these major services. While direct advertising with these platforms may require larger budgets, aggregated access starts at just $50, making streaming TV advertising accessible to businesses of all sizes.
Which streaming service is best for advertisers?
The "best" platform depends on your specific goals, target audience, and budget. YouTube offers the largest reach and strong targeting capabilities. Netflix offers a premium environment with engaged viewers. For most small businesses, aggregated platforms that access multiple services provide the best combination of reach and efficiency.
Is Hulu or Netflix more popular?
Netflix has more viewers than Hulu by a significant margin. Netflix commands 8.8% of TV viewing share compared to Hulu's approximately 2.1%. However, Disney's combined platforms (including Hulu, Disney+, and ESPN+) reach 9.4% total viewing share when bundled together.
What about Amazon Prime Video's viewership?
Amazon Prime Video represents 3.9% of total TV viewing, ranking fourth among streaming platforms. Its viewership is boosted by popular originals like "The Summer I Turned Pretty" and its bundling with Amazon Prime membership, which provides video access to Prime subscribers automatically.
How does the Roku Channel compare to major streamers?
The Roku Channel captured 2.8% of TV viewing in July 2025, representing 7.5% month-over-month growth, the largest proportional gain of any platform. As a free ad-supported service, it demonstrates the viability of the FAST model and provides additional advertising inventory at competitive CPMs.
Will YouTube maintain its lead over Netflix?
YouTube's structural advantages (free access, content diversity, recommendation algorithm) suggest it will likely maintain its viewing share lead. However, Netflix continues investing heavily in content and has successfully launched its ad-supported tier. Both platforms serve different viewer needs and will likely continue coexisting as leaders in their respective categories. For advertisers, both platforms warrant inclusion in comprehensive streaming strategies.
How do ad loads differ across streaming platforms?
Ad loads vary significantly across platforms. YouTube typically shows ads before and during videos, with frequency depending on content length. Netflix's ad-supported tier shows approximately 4-5 minutes per hour, lighter than traditional TV. FAST services like Tubi and Pluto TV have heavier ad loads (8-12 minutes per hour), similar to cable TV. For advertisers, lighter ad loads often mean higher engagement per impression but fewer total impressions available.
What demographics watch each streaming service?
Each platform attracts somewhat different demographics. YouTube skews younger (strong with 18-34) and slightly more male. Netflix has the broadest demographic appeal across age groups. Amazon Prime Video indexes toward higher household incomes due to Prime membership costs. Disney+ skews toward families with children. Hulu's live TV offering attracts sports viewers. Understanding these differences helps advertisers match platform selection to target audiences.
How is live sports affecting streaming rankings?
Live sports is increasingly affecting streaming viewership. Amazon's Thursday Night Football, Peacock's exclusive NFL games, and Apple TV+'s MLB coverage bring live sports audiences to streaming. During major sporting events, platforms with sports rights see viewing spikes. This trend is expected to continue as more sports rights move to streaming, making sports-adjacent advertising increasingly available through CTV platforms.
What's the future of streaming platform rankings?
Industry analysts expect continued fragmentation with no single dominant platform. YouTube and Netflix will likely maintain their respective leadership positions in viewing time and subscribers. The line between streaming and traditional TV will continue blurring as services add live programming and traditional networks launch streaming options. For advertisers, this means maintaining presence across multiple platforms rather than concentrating on any single service.
Supporting data
Additional statistics that contextualize streaming platform rankings:
47.3%: Streaming's share of total TV viewing (July 2025 record high)
13.4%: YouTube's share of TV viewing (highest recorded)
8.8%: Netflix's share of TV viewing (highest recorded)
9.4%: Disney's combined share (Hulu + Disney+)
6+ months: YouTube's consecutive streak as top streaming platform
4 points: Gap between YouTube and second-place Disney (largest since tracking began)
302 million: Netflix's global subscriber count
200+ million: Estimated Amazon Prime Video subscribers
72%: Netflix's U.S. household penetration
68%: YouTube's U.S. household penetration
$50: Minimum budget to start CTV advertising on platforms like Adwave
Data sources:
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