Streaming held a 47.5% share of TV viewing time in December, above its previous July 2025 record, surging ahead of broadcast (21.4%), cable (20.2%), and other formats (10.9%).
Netflix (9% of time), Prime Video (4.3%), and The Roku Channel (3%) made the most notable gains, reaching platform-best shares. Netflix viewership grew 10% MoM, driven by the final episodes of “Stranger Things,” while Prime Video grew 12% MoM due to four NFL Thursday Night Football games.
Free ad-supported streaming (FAST) platform The Roku Channel gained 0.1 share points, indicating viewer openness to ads within cost-saving environments.

Driving growth: Nielsen’s findings prove the unmatched power of live, tentpole cultural events to draw audience interest, while emphasizing the critical role of streaming in TV’s evolution.

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Streaming reaches a new milestone as it captures 47.5% of TV viewing time

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