在平台层面，YouTube近几年已成为电视端最受欢迎的串流服务，规模甚至大于Netflix与Amazon合计。免费服务的增长速度也更快：在「两年前规模相近」之后，Tubi与The Roku Channel如今几乎是Comcast与Warner Bros.旗下付费服务的两倍；若把各大串流的广告版全都订齐，月费逼近100美元，因而免费服务已占超过40%的串流时间。
内容与份额方面，Netflix仍是「命中率」最高者：在尼尔森Top 10中，约三分之二的热门原创节目来自Netflix，且过去五年进入Top 10的电影中，超过一半是在Netflix上被观看；但其整体串流收视份额已下滑到20%以下。2025年最受观看的节目是《Bluey》，最受观看的原创剧是《鱿鱼游戏》；Apple TV+在五年多的周榜Top 10中占比不到1%。2025年串流最热门电影《KPop Demon Hunters》比接下来三部合计还热门，且热度是《Glass Onion》的两倍以上。
Using Nielsen’s US streaming data from 2020–2025 (only weeks a title appeared in the weekly Top 10; data through Nov. 9, 2025), viewing is shifting toward “free” options and older library TV rather than lots of new series. When Nielsen’s monthly gauge began in May 2021, streaming was 26% of total TV use. As streaming spread beyond early, affluent adopters to more price-sensitive viewers, ad-supported free streaming accelerated.
At the service level, YouTube has become the most-watched TV streaming platform in recent years and is now bigger than Netflix and Amazon combined. Free services are also growing faster: after being similar in size a couple years ago, Tubi and The Roku Channel are now nearly twice as large as the paid streaming services of Comcast and Warner Bros. If a household subscribed to the ad-supported versions of all major services, the bill would approach $100 per month, helping free services exceed 40% of streaming time.
On hits and share, Netflix still dominates but is weakening. Roughly two-thirds of original programs appearing in Nielsen’s Top 10 come from Netflix, and over the last five years more than half of Top 10 movies were watched on Netflix, yet its overall streaming-viewing share has slipped below 20%. In 2025 the most-watched program was Bluey and the top original was Squid Game; Apple TV+ accounts for under 1% of weekly Top 10 appearances. The top streaming movie, KPop Demon Hunters, beat the next three combined and was more than twice Glass Onion.
