Streaming ended November 2025 with a total TV share of 46.7%, marking an increase on the previous month. Considering the previous month reflected a return to growth in general, the Streaming category’s total TV share has now increased two months in a row.
Key Takeaways
- Streaming rose to a 46.7% TV share in November 2025, marking two consecutive months of gains, while Cable dropped to a record-low 20.5%.
- Netflix rebounded to 8.3%, Paramount and Peacock grew (Peacock up 22% thanks to NFL/holiday programming), while YouTube, Prime Video, and Warner/Discovery remained flat.
- In terms of free services, The Roku Channel saw its first increase since July (up to 2.9%), but Tubi declined again to 2.1%.
Considering Streaming closed out October with a total TV share of 45.7%, the latest The Gauge data from Nielsen confirms an overall increase of 1%. This is on top of the increase reported last month, which saw the category increase from 45.2% in September.
While still not back to the 47.3% total TV share Streaming accounted for in July of this year, the category appears to be back on track in terms of growth.
Along with Streaming, Broadcast also saw a notable increase in November. Following a total TV increase from 22.3% in September to 22.9% in October, Broadcast’s share increased to 23.2% in November.
However, November didn’t prove as good for Cable. Following a decline from 22.3% in September to 22.2% in October, the Cable category closed out November with a total TV share of 20.5%. According to Nielsen, this reflected Cable’s lowest monthly total to date.
November Was A Good Month For Paramount and Peacock
YouTube has been the market leader for some time now. However, after months and months of growth, the platform encountered its own decline in September, dropping from 13.1% in August to 12.6%.
Although YouTube did see an increase to 12.9% in October, the platform saw no meaningful change last month, also ending November with 12.9%.
YouTube wasn’t the only platform to see no change either. After decreasing from 3.9% in September to 3.8% in October, Prime Video’s share remained unchanged in November.
Likewise, Warner/Discovery (HBO Max and Discovery+) also saw no month-to-month change in November, remaining at 1.3%, the same as October and September, and still down on August’s 1.4%.
While Netflix recently encountered a decline (dropping from 8.3% in September to 8% in October), the streaming service rebounded in November, with its share increasing back to 8.3% again.
Paramount Streaming (Paramount+ and Pluto TV) also had a good month, with its share increasing to 2.3% (up from 2.1% in October and 2% in September).
The same was also the case for Peacock, with its total TV share increasing to 1.9% (up from 1.6% in October and 1.4% in September).
“Peacock posted the strongest monthly growth among streaming platforms in November, soaring 22% on the strength of its NFL Sunday Night Football coverage and Thanksgiving Day programming,” Nielsen said.
Unlike the other paid streaming services, Disney (Disney+, ESPN Select and Hulu) saw its share decline, down from 4.8% in October to 4.7% in November .
A Good Month For The Roku Channel But Not For Tubi
In terms of the most popular free streaming services, November proved to be a better month for The Roku Channel than Tubi.
The Roku Channel ended November with a total TV share of 2.9%, a slight increase on the 2.8% reported for the month before. More importantly for Roku, this was the first increase for The Roku Channel since July.
Tubi, however, declined. After dropping from 2.2% in August to 2.1% in September, and then bouncing back to 2.2% in October, the popular free streaming service returned to 2.1% in November 2025.
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