Streaming hit another all-time high in July 2025, racking up an impressive 47.3% total TV share, according to the latest data from Nielsen. Up on the 46% noted for June, and the 44.8% for May, this marks the sixth month in a row that the Streaming category has broken its previous record.
While Streaming continues to ascend, Cable and Broadcast continued to decline. Cable, for example, accounted for 22.2% in July, down from 23.4% in June and 24.1% in May.
Likewise, Broadcast accounted for 18.4%, down from 18.5% in June and 20.1% in May.
Platform Highs For Netflix And YouTube
At the individual streaming service level, July proved to be another good month for YouTube and Netflix, both of which hit their own all-time highs.
Overall, YouTube was the best-performing, with its share accounting for 13.4%. This compares to 12.8% in June, 12.5% in May, and 12.4% in April.
Netflix reached an all-time high with a share of 8.8%. This compares to 8.3% in June, 7.5% in May, and 7.5% in April. With 5.4 billion viewing minutes, Netflix’s original series Squid Game was this month’s most watched title overall.
Prime Video and Peacock were also winners in July. Prime Video ended the month with a 3.8% share, up from 3.6% in June and 3.5% in May. Peacock ended July with a 1.6% share, up from 1.5 in June and 1.4% in May.
After dropping down to 1.4% in June, Warner/Discovery (HBO Max and Discovery+) climbed back up to 1.5% again, matching its May total.
However, July proved to be another bad month for Disney and Paramount Streaming. While Disney (Disney+, ESPN+ and Hulu) accounted for 4.7%, this was down on 4.8% in June and 5% in May.
Paramount Streaming (Paramount+ and Pluto TV) ended the month with 1.9%, down from 2% in June and 2.2% in May.
Another All-Time High For The Roku Channel
In terms of the free streaming services, the month proved particularly good for The Roku Channel, which racked up its own latest all-time high.
After finishing both May and June with 2.5%, The Roku Channel’s share increased to 2.8% in July.
“The Roku Channel exhibited the largest monthly usage increase across all platforms with a 7.5% lift vs. June,” Nielsen said.
In contrast, Tubi’s share totaled 2.2% in July. This is exactly the same share the free streaming service accounted for in June and May 2025, marking no notable change over the past three months.
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