Netflix Loses Video Share To Other Streamers

A Bloomberg report Monday, based on Nielsen data, highlights a significant shift in the streaming landscape, showing that Netflix’s dominance in the most-watched streaming shows in the U.S. has declined from over 80% of the top 10 titles in 2021 to approximately 50% in the first half of 2025. 

This reflects growing competition from platforms like Amazon Prime Video, Apple TV+, HBO (Max), Hulu, and Paramount+, all of which have secured spots in Nielsen’s top 10 streaming series for 2025, measured by total minutes viewed across connected TVs and select devices.

Key Points from the Report:

Netflix’s Declining Share: In 2021, Netflix accounted for over 80% of the most-watched streaming shows, with seven of the top 10 series in 2024. By the first half of 2025, its share dropped to just under 50%, with only four of the top 10 shows, including Squid Game (No. 1, 27.1 million viewers over 35 days) and You (No. 9, 8.09 million minutes watched). This indicates a dilution of Netflix’s once-dominant grip as competitors produce more compelling content.

Competitors’ Gains:

• Amazon Prime Video has emerged as a strong contender, with Reacher ranking No. 2 (17.3 million viewers) and Cross at No. 42 (9.6 million viewers). Amazon’s focus on action-driven series like The Boys, Jack Ryan, and fantasy epics such as The Rings of Power has resonated with audiences.
• Apple TV+ broke into the top five for the first time with Severance, a critically acclaimed series with a unique, dark concept, showcasing Apple’s ability to compete with high-quality, original programming.
• HBO (Max) secured a spot with The Pitt (No. 7, 8.22 million minutes watched), a 15-episode debut season that benefited from strong viewership. Other HBO hits like The Last of Us and White Lotus were classified as “acquired” due to their initial linear channel releases, but would likely have ranked in the top 10 otherwise.
• Hulu featured The Handmaid’s Tale (No. 8, 8.16 million minutes watched), a surprise entry given the long gap between its seasons, and Only Murders in the Building (No. 55, 8.2 million viewers), reinforcing Hulu’s strength in both original and acquired content.
• Paramount+ had two entries: Landman (No. 10, 7.8 million minutes watched), a debut season led by Billy Bob Thornton, and 1923 (No. 6, 8.53 million minutes watched), highlighting the platform’s growing influence with Taylor Sheridan’s blue-collar storytelling.
• Disney+ Absence: Notably, Disney+ did not have any original series in Nielsen’s top 10 for 2025, though Agatha All Along ranked No. 45 (9 million viewers), indicating a weaker performance compared to competitors.

The report underscores a more competitive streaming market, with seven platforms represented in the top 10, compared to Netflix’s near-monopoly in 2021. Free ad-supported services like YouTube (12.5% of total TV viewership), Roku Channel, and Tubi are also gaining traction, collectively outpacing individual broadcast networks.