Big Streamers See Big July Viewing Gains

by Wayne Friedman , Yesterday

Looking at the broad streaming trends over the last 12-month period ending in July, four platforms stand out with continued viewing growth -- YouTube, Netflix, Amazon Prime Video and The Roku Channel.

Total day viewing of persons 2 years and older for YouTube was 29% higher to industry-leading 13.4% share.

In second place was premium streaming content leader Netflix -- 5% higher to a 8.8% share. Prime Video, in third place, tallied 12% more to a 3.8%, according to Nielsen’s July Total TV/Streaming Snapshot.

In fifth place as a solid top ten-streaming FAST (free ad-supported/streaming television) platform, Roku Channel made the biggest gain -- almost doubling (nearly 75% more) to 2.8% for July.

By contrast, legacy-media based streamers -- Walt Disney, Paramount, and NBCUniversal -- have largely remained at share levels similar to a year ago.

Walt Disney is now collectively at 4.7% (for Disney+, Hulu, and ESPN+) versus 4.8% (Disney+ and Hulu) a year ago.

Paramount has 1.9% share (Paramount+ Pluto TV) versus 1.8% share a year ago, while and NBCUniversal’s Peacock comes in with a 1.6% versus 1.5% a year ago.

This does not mean that legacy media CTV operations have not improved their financial performance. Revenue has soared, and nearly all are in a positive net profit and/or cash flow position.

For July, overall streaming platforms’ total viewing is now up 14% to a 47.3% share year-over-year, while cable TV viewing is down 17% (22.2% share) and broadcast TV has lost 10% (18.4%).

In July, Netflix had eight of the top-ten viewing titles in terms of minutes viewed, and “Squid Game” topped the list with 5.4 billion.

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2 comments about "Big Streamers See Big July Viewing Gains".

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Alan Reisberg from Capital Media, August 20, 2025 at 12:41 p.m.
Wayne - do you know what entities make up the "other" category? If not mistaken, this is the first time i've seen that included in the Nielsen chart.
Reply

Wayne Friedman from MediaPost Communications replied, August 20, 2025 at 1:52 p.m.

Nielsen has had the "other" category for sometime. It includes all other TV usage that does not fall into the broadcast, cable or streaming categories -- primarily all other tuning (unmeasured sources), unmeasured video on demand (VOD), audio streaming, gaming and other device (DVD playback) use.

And then there is “Other streaming”. It includes any video streaming on television that is not individually broken out. Apps designed to deliver live broadcast and cable (linear) programming (VMVPD or MVPD applications like Sling TV or Charter/Spectrum) are excluded from “other streaming.”