• by Wayne Friedman , 5 hours ago

NBCU’s Peacock’s “Love Island USA” was crowned the most-viewed original streaming show in 2025 when looking at a single season of viewing, according to Luminate Data.

The show earned 18 billion minutes streamed with its most recent (seventh) year -- mostly driven by a huge 37-episode season -- more than three to four times the average length of many original streaming episodes per season, which usually consist of 9 to 10 episodes.

HBO Max's “The Pitt” was second (18 billion minutes) for its premiere season in 2025.

Also in its first year, Paramount+'s "Landman" came in at 11.4 billion.

Not to be outdone, industry leader Netflix commanded the next six original series led by the highly touted final season of “Stranger Things” (11.2 billion). This included its two-hour finale, which was released on the last day of the Luminate 2025 year measurement period (January 3, 2025- January 1, 2026)

This was followed by Netflix’s “Wednesday” (2nd season, 9.3 billion); “The Night Agent” (second season, 9.2 billion); “The Hunting Wives” (first season, 8.7 billion); “Untamed” (first season, 8.5 billion); “Ginny & Georgia” (third season, 8.1 billion);

The second season of "Landman” was also a top-ten winner, with 8.1 billion minutes.

For the year, Netflix still commanded a top ranking -- with a dominant 59% share of U.S. original streaming viewing time.

Amazon Prime Video was next (10%), followed by HBO Max, Hulu, and Apple TV (each with 6%) and Disney+ and Peacock (each with 5%).

Luminate Data accesses millions of ACR data from U.S. devices, first-party and third-party platform data -- where available; as well as web traffic, search behavior, and “other proprietary engagement proxies.”

Luminate says it also uses proprietary mathematical models, because it says “no single dataset covers all streaming behavior,” including one linear optimization model and another for audience demographics.