Streaming Hits Another Record High in July, Nielsen Says

Streaming set another high for TV use in the United States in July, but this isn’t a new trend.

July was the sixth straight month that streaming services have captured the highest share of TV viewing, with 47.3 percent of all TV use, according to Nielsen.

 That’s up from 46 percent in June and about six points higher than it was in July of last year (41.4 percent).

The increase in streaming use mostly came at the expense of cable.

 Cable made up 22.2 percent of TV use in July (June 30 to July 27), down from 23.4 percent the previous month. This drop was mainly because news and sports coverage saw big declines compared to June.

Broadcast networks stayed about the same from month to month, but they hit a record low in the four years Nielsen has been tracking these numbers.

 They accounted for 18.4 percent of viewing, slightly less than the 18.5 percent in June.

In fact, the two biggest streaming services—YouTube (13.4 percent) and Netflix (8.8 percent)—together used as much TV time as cable, and they both beat broadcast viewing.

 Both services hit their highest monthly numbers ever, as did the Roku Channel (2.8 percent).

Peacock reached its highest level of use in July, excluding months with Olympic coverage, at 1.6 percent of TV use.

 This was largely thanks to Love Island USA, which had 5.3 billion minutes of viewing, second only to Netflix’s Squid Game (5.4 billion minutes) in the month.

Below are Nielsen’s Gauge rankings for July and the top 10 streaming titles of the month.

Top 10 Streaming Titles

Nielsen’s Gauge rankings for July 2025

Table with 3 columns and 10 rows. (column headers with buttons are sortable)

Title Outlet Minutes (billions)

Squid Game Netflix 5.40

Love Island USA Peacock 5.30

Blindspot Netflix 4.15

Untamed Netflix 4.14

Animal Kingdom Netflix 4.00

Bluey Disney+ 3.53

Kpop Demon Hunters Netflix 3.51

Sullivan’s Crossing Netflix 3.40

Happy Gilmore 2 Netflix 2.90

Grey’s Anatomy Hulu/Netflix 2.80

Streaming Services by Share of TV Use

Nielsen's Gauge rankings for July 2025

0.0%.  5.0%.  10.0%

YouTube

13.4%

Netflix

8.8%

Disney

4.7%

Prime Video

3.8%

Roku Channel

2.8%

Tubi

2.2%

Paramount

1.9%

Peacock

1.6%

Warner Bros. Discovery

1.5%

All others

6.6%