• by Wayne Friedman , July 3, 2025

Netflix continues to show its dominance -- now as the top TV brand in terms of pure consumer popularity for the sixth year in a row, according to a poll by The Strategic Counsel.

The big premium subscription video-on-demand brand was on top of the leaderboard for the research company's "Must Keep TV" brand list.

The 2025 research is based on online interviews with 1,400 American consumers aged 12 and older conducted at the end of April.

The next four top TV/streaming brands on the list were also unchanged from 2024 -- ABC Television Network, Amazon Prime Video, CBS and Fox.

NBC was in sixth place -- moving up from seventh place a year ago -- while Hulu was down to seventh from its sixth place in 2024, and Disney+ remained in eighth place.

Two growing streaming platforms were next -- Paramount+ and Max -- moving up from a year ago to ninth and tenth place, respectively. 

Outside the top ten: NBCU’s Peacock, 11th (down from 10th) and ESPN, 12th (slipping from ninth place). 

Major gainers included Fox News Channel, which moved up four spots to 13th place -- up from 17th place -- and Apple TV+, now in the 16th position -- up ten positions from 26th place a year ago.

Among FAST (free advertising-supported streaming television) channels, Tubi came in at 15th place, slipping from 14th a year ago.

From a list of 83 broadcast, cable TV networks and streaming channels, consumers were asked which would be on their "must keep TV" list if they had to choose a limited number. 

Looking narrowly at younger 18-34 viewers, Netflix maintained the top spot for the ninth year in a row. Prime Video, Hulu, ABC and Max were next.