Streaming‘s total TV share in March 2025 climbed to 43.8%, according to the latest data from Nielsen. Considering Streaming’s 43.5% in February was an all-time high, March marks another record month, with the category achieving its largest share to date.
Similar to Streaming, March also proved to be a good month for Cable. After Cable’s total TV share dropped to 23.2% in February, the category saw its March share increase to 24%. In contrast, Broadcast’s share dropped again, down from 21.2% in February to 20.5% in March.
Overall, and in spite of Streaming’s latest record month, the total time spent watching TV in March was down 6% compared to February. According to Nielsen, this was the result of seasonal shifts taking effect.
YouTube And The Roku Channel Continue To Grow
Similar to Streaming, YouTube continues to grow. After climbing to a high of 11.6% in February, YouTube’s share reached 12% in March, another all-time high for the Google-owned streaming platform.
Disney (includes Disney+, ESPN and Hulu) was the other big winner last month, with its share increasing from 4.8% in February to 5% in March.
In contrast, Netflix continued to decline. After dropping to 8.2% in February, Netflix’s share dropped to 7.9% in March. Peacock also saw its total TV share drop, down from 1.5% in February to 1.4% in March.
Prime Video was the only streaming service that saw no month-over-month change, with Amazon’s service remaining at 3.5% in March.
In terms of free streaming services, The Roku Channel remained the best performing service overall. Roku’s free service climbed to 2.2% in March, up from 2.1% in February. Elsewhere, Tubi saw its share drop from 2% in February to 1.9% in March.
This month also saw some notable changes to the way Nielsen reports its The Gauge data. Firstly, Paramount+ and Pluto are now combined under ‘Paramount Streaming,’ resulting in a combined total of 2.3% for March. Likewise, Max is now combined with Discovery+ under ‘Warner/Discovery,’ resulting in a total of 1.5% for March.
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