April 28, 2025
Netflix's TV Viewing Share: Current Data and Trends
Netflix captures 8.3% of total TV viewing. Here's how the ad tier creates opportunities.
Table of Contents
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8.3%
Netflix's share of total U.S. TV viewing
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#2
Second-largest streaming platform by viewing share
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+13.5%
Month-over-month viewing growth (June 2025)
Netflix commands 8.8% of total U.S. TV viewing time, making it the second-largest streaming platform by viewing share behind YouTube, according to Nielsen's July 2025 Media Distributor Gauge report. While YouTube leads the streaming pack, Netflix remains the dominant subscription streaming service and a cornerstone of American entertainment. The streaming giant continues to evolve, particularly with its rapidly growing ad-supported tier that's reshaping how advertisers can reach Netflix's massive audience.
For small business owners, Netflix's advertising opportunity represents something unprecedented: access to one of the most premium, engaged audiences in television history. Where Netflix was once an ad-free haven, it now offers advertisers the chance to reach millions of viewers in a brand-safe, high-quality environment. This shift opens doors for businesses of all sizes to advertise alongside major brands on one of the world's most recognized streaming platforms.
Understanding Netflix's position in the TV viewing landscape is essential for any marketer looking to build a comprehensive connected TV advertising strategy. Let's examine what the data reveals about Netflix's viewing share and what it means for advertisers.
What the data shows
Netflix's TV viewing share tells a story of a platform maintaining its position as the streaming leader in subscription-based services while adapting to an increasingly competitive landscape.
According to Nielsen's Gauge reports throughout 2025, here's how Netflix's TV viewing share has evolved:
8.8% share in July 2025: Netflix's summer high point, adding half a share point over June according to Nielsen's Media Distributor Gauge
8.3% share in June 2025: Netflix rose to third position among U.S. media distributors
7.5% share in May 2025: Netflix maintained strong viewership during a milestone streaming month per Forbes analysis
#2 among streaming platforms: Netflix consistently ranks second behind YouTube in overall TV viewing share
#3 among all media distributors: When including traditional broadcast networks, Netflix competes for the third spot
22.2% of total streaming viewing: Netflix represents nearly a quarter of all streaming minutes watched
To put these numbers in context, the Hollywood Reporter noted that YouTube (13.4%) and Netflix (8.8%) combined equal the entire usage of broadcast or cable television. This means these two platforms alone account for more than 22% of all TV viewing time in American households.
Netflix's share has grown significantly since the company first launched its streaming service. According to Forbes, Netflix's viewing size has grown 120% since 2021, demonstrating the platform's continued expansion even as competition intensifies. This growth rate is particularly impressive given the proliferation of competing services and the maturation of the streaming market.
The platform's content strategy continues to drive viewership. Netflix invests billions annually in original programming, from global hits like "Squid Game" to critically acclaimed series and films. This content investment creates consistent appointment viewing that keeps subscribers engaged month after month.
For advertisers, Netflix's consistent presence among the top streaming platforms represents a valuable opportunity to reach highly engaged viewers consuming premium content.
Breaking down the numbers
Understanding Netflix's audience composition is crucial for advertisers considering the platform. The demographics of Netflix viewers reveal opportunities across multiple audience segments.
Subscriber and viewer statistics
Netflix's global and U.S. presence is substantial:
301.6 million global subscribers: Netflix's total paying subscriber base as of 2025
94+ million ad-supported monthly active users: Global MAUs on the ad tier according to DemandSage
190 million ad-supported MAUs by late 2025: The ad tier reached massive scale per Statista
42% of subscribers on ad tier: Nearly half of Netflix subscribers now choose the ad-supported plan according to Hub's Q2 2025 TV Churn Tracker
45% of viewing hours on ad tier: Almost half of Netflix's total viewing happens on ad-supported according to Comscore's 2025 State of Streaming Report
Ad tier growth trajectory
The growth of Netflix's ad-supported tier has been remarkable:
14% ad tier adoption in 2023: Where Netflix started with ad-supported subscriptions
42% ad tier adoption in 2025: Nearly tripled adoption in just two years
$7.99/month: Ad-supported plan pricing (compared to $15.49 for standard)
4-5 minutes of ads per hour: Netflix's lighter ad load compared to traditional TV
This rapid shift toward the ad-supported tier creates an expanding advertising opportunity. As more viewers choose the lower-cost option, the addressable audience for Netflix advertisers continues to grow.
Age demographics
Netflix's audience skews younger but maintains broad appeal:
18-34 year olds: The largest segment of ad-tier subscribers per DemandSage data
Strong 35-54 presence: Core household decision-makers well-represented
Family viewership: Significant viewing on shared family accounts
Multi-generational appeal: Content library serves all age groups
Viewing behavior
Netflix viewers exhibit distinct patterns that matter for advertisers:
Binge watching: Netflix pioneered and continues to encourage multi-episode sessions
Evening prime time: Peak viewing from 7-11 PM, similar to traditional TV
Weekend spikes: Elevated viewing on Saturday and Sunday
Mobile and TV split: Increasing share of viewing on big screens vs. phones
High completion rates: Premium content drives viewers to watch through ads
For small business TV advertising, Netflix's audience represents an engaged, attentive demographic watching content in a lean-forward, intentional manner.
Content preferences
What drives Netflix viewership varies by demographic, but popular categories include:
Original series: Netflix-exclusive shows drive significant viewing
Movies: Both original productions and licensed films
Reality programming: Dating shows, cooking competitions, documentaries
International content: K-dramas, Spanish-language series, anime
Stand-up comedy: A Netflix specialty that drives loyal viewership
Viewing context and device trends
Netflix viewing increasingly happens on television screens rather than mobile devices:
TV screens dominate: Over 70% of Netflix viewing now happens on connected TVs
Smart TV integration: Netflix pre-installed on virtually all smart TVs
Streaming devices: Roku, Fire TV, and Apple TV drive significant usage
Multi-screen households: Many homes have multiple Netflix-capable devices
Shared viewing: Living room consumption often involves multiple viewers
This shift to big-screen viewing is particularly relevant for advertisers. TV screen viewing creates a more immersive, attention-focused environment compared to mobile viewing, where distractions are more common. Ads displayed on TV screens benefit from the larger format and typically higher engagement levels.
Why it matters for your business
Netflix's position in the streaming landscape creates specific advertising opportunities and strategic considerations for businesses.
Premium brand environment
Netflix offers one of the most premium advertising environments available:
Brand safety: Rigorous content standards and family-friendly options
High production values: Ads appear alongside high-quality content
No user-generated content risks: Unlike YouTube, all content is professionally produced
Positive brand associations: Netflix brand carries prestige and quality connotations
For small businesses, this premium environment means your ads appear in the same context as major national brands, lending credibility and professionalism to your messaging.
The ad-supported revolution
Netflix's shift to advertising represents a fundamental change in streaming economics:
New inventory: Millions of ad impressions previously unavailable
Growing supply: Ad-supported viewer base expanding rapidly
Quality audiences: Higher-income households choosing ad-supported for value
Competitive pricing: CPMs competitive with other premium video platforms
According to Comscore's 2025 report, 45% of Netflix viewing now happens on the ad-supported tier. This represents a massive and growing advertising opportunity that didn't exist just three years ago.
Reaching cord-cutters effectively
Netflix subscribers represent a highly valuable audience segment:
Cord-cutters and cord-nevers: Many Netflix viewers don't subscribe to cable
Streaming-first households: Primary TV consumption through streaming
Younger demographics: Hard-to-reach viewers who avoid traditional TV
Tech-savvy consumers: Early adopters with purchasing power
If your target customers include anyone under 45, Netflix advertising helps you reach audiences increasingly unavailable through traditional TV channels. Learn more about streaming TV viewing trends.
Complementary to other channels
Netflix advertising works best as part of a broader media strategy:
Brand building: Netflix excels at awareness and consideration
Reach extension: Finds audiences missing from your linear TV campaigns
Frequency management: Cross-platform frequency capping available
Sequential messaging: Tell stories across platforms
Platforms like Adwave enable small businesses to access Netflix alongside 100+ other streaming channels, creating comprehensive reach without complex media buying.
Local and national targeting
Netflix advertising supports various targeting approaches:
Geographic targeting: Target by DMA, state, or nationally
Demographic targeting: Age, gender, household income
Genre targeting: Reach viewers of specific content types
Daypart targeting: Schedule ads during peak viewing hours
This targeting precision means a local business can reach Netflix viewers in their specific market without paying for wasted national impressions.
How to take advantage of this trend
Capitalizing on Netflix's TV viewing share requires understanding the platform's advertising ecosystem and entry points.
Step 1: Evaluate Netflix fit for your business
Not every business needs Netflix advertising, but many can benefit:
Best fit for Netflix advertising:
Consumer products and services with broad appeal
E-commerce brands targeting premium households
Local businesses in markets with high streaming adoption
Brands seeking prestige and premium positioning
Companies targeting 18-54 demographics
Consider alternatives if:
Extremely narrow B2B targeting required
Budget under $1,000 per month (other CTV options more accessible)
Immediate direct response the primary goal
Step 2: Understand Netflix ad specifications
Netflix has specific creative requirements:
Video length: 15, 30, or 60 seconds
Resolution: 1080p minimum, 4K preferred
Audio: Professional quality, mixed for TV viewing
Format: Standard video formats supported
Frequency: Netflix limits ad repetition for viewer experience
Don't have video? AI-powered platforms can create professional TV commercials that meet Netflix standards.
Step 3: Choose your access method
There are several ways to advertise on Netflix:
Direct through Netflix Ads
Requires significant minimum budgets
Direct relationships for larger advertisers
Premium pricing for premium placement
Programmatic platforms (recommended for SMBs)
Access Netflix through demand-side platforms
Lower minimums and more flexibility
Combine Netflix with other streaming inventory
CTV platforms like Adwave provide streamlined access
Agency partnerships
Full-service media buying
Higher costs but managed execution
Best for larger budgets
For most small businesses, accessing Netflix through CTV advertising platforms provides the most practical entry point.
Step 4: Set appropriate budgets
Netflix advertising requires realistic investment expectations:
$1,000-$2,500/month: Entry-level Netflix presence
$2,500-$10,000/month: Meaningful frequency and reach
$10,000+/month: Significant Netflix-focused campaigns
For businesses with smaller budgets, combining Netflix with other streaming platforms through a unified CTV campaign can be more efficient. You might allocate $500 to Netflix within a broader $1,500 streaming campaign.
Step 5: Create compelling creative
Netflix viewers expect quality, so your ads should deliver:
Production quality: Match the premium environment
Strong opening: Capture attention immediately (no skip button, but attention matters)
Clear message: One main point, clearly communicated
Brand integration: Ensure your brand is memorable
Call to action: Tell viewers what to do next
Step 6: Measure and optimize
Track these metrics for Netflix campaigns:
Reach: How many unique viewers saw your ads
Frequency: Average exposures per viewer
Video completion: Percentage watching to the end
Brand lift: Measured awareness and consideration changes
Website visits: Traffic correlated with campaign timing
Conversion correlation: Sales or leads during campaign period
The bigger picture
Netflix's advertising evolution reflects broader changes in the streaming industry and television advertising landscape.
The streaming advertising renaissance
Just a few years ago, most premium streaming services were ad-free. Today, every major streaming platform offers an ad-supported tier:
Netflix: Launched ad tier in November 2022
Disney+: Added ad-supported option in December 2022
Max (HBO): Introduced ads in June 2021
Paramount+: Has always offered ad tiers
Peacock: Launched with ad-supported options
This industry-wide shift has created a renaissance in TV advertising. Audiences that migrated away from traditional TV (and its ads) are now reachable through streaming. CTV advertising statistics show this trend accelerating.
Netflix's competitive position
While Netflix's 8.8% share trails YouTube's 13.4%, Netflix maintains distinct advantages:
Subscription revenue: Not solely dependent on advertising
Content control: All content is licensed or owned
Global scale: Presence in 190+ countries
Brand recognition: One of the most recognized entertainment brands globally
Data assets: Deep understanding of viewer preferences
Netflix's position as the #2 streaming platform represents incredible scale. An 8.8% share of American TV viewing means millions of hours of content consumed daily.
The future of Netflix advertising
Several trends suggest Netflix's advertising opportunity will continue growing:
Price sensitivity: Economic conditions drive more viewers to ad-supported tiers
Ad load optimization: Netflix testing higher ad loads in some markets
Shoppable ads: Testing features to drive direct response
Pause ads: Non-intrusive ad formats being explored
Live programming: Sports and events could bring linear-style advertising
For small businesses, the takeaway is clear: Netflix advertising is becoming more accessible and more diverse in format, making it worth including in long-term media planning. The window of opportunity to establish presence on this premium platform continues to expand as Netflix refines its advertising offerings and welcomes more advertisers into its ecosystem.
What this means for your marketing strategy
Netflix's prominent position in TV viewing suggests several strategic implications:
TV advertising is accessible: Premium streaming ads available to businesses of all sizes
Audiences have moved: Traditional TV alone won't reach all your customers
Quality matters: Premium environments reward quality creative
Integration is key: Netflix works best within a broader media mix
What experts are saying
Industry analysts have noted Netflix's strategic evolution and its implications for advertisers.
Nielsen's Media Distributor Gauge highlighted that "Netflix maintained its ranking among the top three media distributors this month by adding half a share point over June to finish with 8.8% of total TV viewing." The consistency of Netflix's performance demonstrates the platform's durability even as competition intensifies.
Comscore's 2025 State of Streaming Report revealed that "Netflix now sees 45 percent of total household viewing hours on its ad-supported tier, up from 34 percent just one year ago." This rapid shift indicates consumer acceptance of ads in exchange for lower subscription costs.
Hub Entertainment Research's TV Churn Tracker found that "42% of Netflix subscribers now choose the Standard With Ads plan, up from just 14% in 2023." This tripling of ad-tier adoption in just two years represents one of the fastest shifts in streaming history.
Marketing experts recommend treating Netflix as a premium but essential component of TV advertising strategy. The combination of brand-safe environment, engaged audiences, and increasingly sophisticated targeting makes Netflix competitive with any video advertising platform.
Common questions answered
How does Netflix's ad load compare to traditional TV?
Netflix shows approximately 4-5 minutes of ads per hour of content, compared to 15-20 minutes on traditional broadcast and cable TV. This lighter ad load means each exposure has less competition for viewer attention and potentially higher impact. Netflix also limits ad repetition to prevent viewer fatigue.
Can small businesses advertise on Netflix?
Yes, small businesses can access Netflix advertising through connected TV platforms like Adwave. While direct Netflix advertising requires larger budgets, programmatic platforms aggregate demand, making it possible for businesses with budgets as low as $50 to reach Netflix viewers as part of broader CTV campaigns. Learn about TV advertising for small business.
What is Netflix's CPM for advertising?
Netflix CPMs typically range from $35-$65, positioning it as a premium advertising platform. The higher CPM reflects the quality of the environment, audience engagement, and brand safety. When accessed through programmatic platforms, CPMs may vary based on targeting and timing. This is higher than average streaming TV ad costs but justified by the premium context.
Is Netflix ad-supported better for advertisers than ad-free?
The ad-supported tier represents the advertising opportunity on Netflix. Interestingly, research suggests ad-tier viewers aren't necessarily lower-income; many are value-conscious consumers who don't mind occasional ads in exchange for savings. The audience tends to be younger and tech-savvy, making them desirable for many advertisers.
How is Netflix different from YouTube for advertisers?
While both are top streaming platforms, they differ significantly:
Content type: Netflix has professional, licensed content; YouTube has creator and professional content
Ad formats: Netflix offers traditional TV-style spots; YouTube has skippable and non-skippable options
Pricing: Netflix CPMs are typically higher than YouTube
Targeting: Both offer demographic and geographic targeting; YouTube adds interest-based targeting from Google data
Brand safety: Netflix provides a more controlled environment
Supporting data
Additional statistics that contextualize Netflix's TV viewing position:
$39 billion: Netflix's 2024 annual revenue according to Business of Apps
15.7% revenue growth: Year-over-year increase in 2024
190+ countries: Netflix's global availability
18,000+ titles: Approximate content library size
$17 billion: Annual content spending budget
47.3%: Streaming's record share of total TV viewing (July 2025) per Statista
120% growth: Netflix viewing increase since 2021
For current CTV and streaming advertising data, see Adwave's CTV Advertising Statistics 2025.
Data sources used in this article:
Get started with TV advertising
Netflix's 8.8% share of TV viewing represents a massive advertising opportunity that's now accessible to businesses of all sizes. The platform's premium environment, engaged audiences, and growing ad-supported viewer base make it an essential consideration for any modern marketing strategy.
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