Overview

• Squid Game led U.S. streaming in the first half of 2025 with 15,074 million minutes viewed
• Netflix accounted for fewer than half of Nielsen’s top ten streaming series, down from more than 80% in 2021
• Severance season 2 propelled Apple TV+ into its first top-five slot with 9,275 million minutes viewed
• Reacher on Amazon Prime Video, The Pitt on HBO Max, The Handmaid’s Tale on Hulu and two Paramount+ series each placed in the top ten
• U.S. streaming consumption rose 6% year-over-year while Netflix’s share of that growth stagnated and ad-supported platforms gained viewers