Insights
April 21, 2025
What is Netflix's share of TV viewing? (Q2 2025)
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 accounts for 8.3% of total U.S. TV viewing time, making it the second-largest streaming platform behind only YouTube, according to Nielsen's Gauge data (June 2025). This represents a massive 13.5% month-over-month increase in viewing, demonstrating Netflix's continued dominance in premium streaming content. For small businesses looking to reach engaged audiences, Netflix's growing ad-supported tier represents an increasingly accessible opportunity.
What the data shows
Netflix's 8.3% share of total TV viewing places it firmly as the second-largest streaming destination in American homes. The platform's June performance was particularly impressive, accounting for 42% of all streaming's monthly gains.
Key findings from Nielsen's June 2025 Gauge report:
Total viewing share: Netflix captured 8.3% of all U.S. TV viewing time in June 2025, up from 7.5% in May
Streaming leader: Netflix is the #2 streaming platform, behind YouTube (10.6%) but ahead of Amazon Prime (3.1%)
Record growth: Netflix viewing increased 13.5% month-over-month, the largest gain among all streaming platforms
Content wins: Hit shows like Ginny & Georgia (8.7 billion viewing minutes) and acquired series drove viewership
Premium positioning: Netflix maintains its status as the go-to destination for premium streaming content
This growth came as overall streaming reached 46% of total TV viewing in June 2025, a historic high. Learn more about the broader streaming landscape.
Breaking down the numbers
Netflix's position in the streaming hierarchy shows both its strengths and the competitive dynamics of the market.
Compared to other streaming platforms
YouTube leads all streaming at 10.6%, followed by Netflix at 8.3%. Amazon Prime Video holds 3.1%, Hulu captures 2.6%, Disney+ has 1.9%, and Max (formerly HBO Max) sits at 1.4%. Netflix's 8.3% share means it captures nearly twice as much viewing time as all Disney-owned streaming platforms combined.
The ad-supported opportunity
Netflix launched its ad-supported tier in November 2022, and by 2025, approximately 40% of new subscribers are choosing the ad-supported plan. This creates significant advertising inventory on a platform historically known for being ad-free. Netflix ads reach highly engaged viewers in a premium content environment.
For advertisers, Netflix represents access to audiences who historically avoided traditional TV advertising. Learn more about connected TV advertising basics.
Why it matters for your business
Netflix's 8.3% share of TV viewing represents a massive, highly engaged audience. With the ad-supported tier growing rapidly, small businesses now have opportunities to reach Netflix viewers without premium pricing.
The opportunity by business type
E-commerce and DTC brands: Netflix viewers tend to be younger, more affluent, and more likely to shop online. Perfect for direct-to-consumer brands.
Local service businesses: While Netflix doesn't offer hyper-local targeting directly, programmatic platforms like Adwave can serve ads across streaming networks including Netflix's ad inventory, with local geographic targeting. See home services advertising options.
Professional services: Build credibility with professional audiences who subscribe to premium content. Explore professional services advertising strategies.
The barrier to entry has collapsed
TV advertising on premium streaming platforms used to require six-figure budgets. With platforms like Adwave, you can run TV advertising campaigns across 100+ premium channels starting at just $50. No production budget required because AI generates your commercial from your website.
How to take advantage of this trend
Start with programmatic CTV
Direct Netflix advertising requires significant minimum spends. For small businesses, programmatic platforms offer access to Netflix inventory alongside other premium channels at much lower minimums. Start with $100-200 to test messaging and audience response.
Focus on creative quality
Netflix viewers expect high production values. Your ads appear alongside premium content, so quality matters. AI-generated TV commercials can deliver professional quality without professional budgets.
Measure incrementally
Track brand search lift, website traffic increases, and conversion rate changes during campaign periods. Netflix viewers are less likely to immediately click, but brand awareness translates to downstream conversions.
The bigger picture
Netflix's strong June performance fits into larger industry trends reshaping television.
Streaming's continued rise
Streaming now represents 46% of all TV viewing, up from 40% just a year ago. This shift continues to accelerate as younger generations who grew up streaming age into key advertiser demographics.
The ad-supported evolution
Every major streaming platform now offers an ad-supported tier. Netflix, Disney+, Max, and Amazon Prime Video all have advertising options. This dramatically expands available inventory for TV advertisers. Learn more about the ad-supported streaming landscape.
Common questions answered
How is Netflix's viewing share measured?
Nielsen's Gauge measures TV viewing across all sources using a combination of panel data and automatic content recognition (ACR) from smart TVs. Netflix's 8.3% share represents time spent watching Netflix content on a TV screen, regardless of device.
Why is Netflix behind YouTube?
YouTube's 10.6% share comes from its vastly larger content library and free access model. YouTube has billions of videos while Netflix has thousands of titles. However, Netflix's share represents premium, professionally produced content that commands higher attention and engagement.
Can small businesses advertise on Netflix?
Direct Netflix advertising requires significant minimum spends. However, small businesses can reach Netflix inventory through programmatic platforms that aggregate demand across advertisers. Platforms like Adwave provide access to premium streaming inventory including Netflix at minimums starting at $50.
Supporting data
Additional context on Netflix and streaming TV viewing:
Netflix 8.3% TV share (Nielsen Gauge, June 2025)
Total streaming 46% of TV (Nielsen, June 2025)
Netflix +13.5% month-over-month growth (Nielsen, June 2025)
~40% of Netflix subscribers on ad tier (Netflix estimates, 2025)
Get started with TV advertising
Ready to reach streaming audiences including Netflix viewers? Adwave makes TV advertising accessible for small businesses, with campaigns starting at just $50.