YouTube Leads in Viewing Percentage Among Streamers; Netflix Boasts Largest Audience Reach
The streaming market has seen significant growth over the past year, with streaming platforms now accounting for 46% of total television viewing in the U.S. [5] Here's a breakdown of the current state of the streaming market, based on data from 2024-2025.
Share of Viewing Time (U.S. Market, mid-2025 data)
YouTube leads overall TV viewing with a 12.8% share, followed closely by Disney in second place with 10.0%. Netflix ranks third among media distributors with an 8.3% viewing share, showing strong growth driven by popular original content and expanding ad capabilities. [5]
Household Reach / Viewer Numbers
When it comes to free ad-supported streaming TV (FAST) services in the U.S., The Roku Channel leads with 83.4 million viewers, followed by Tubi (~75 million) and Pluto TV (~62 million). [3]
Market Share by Platform and Region (2025)
In the U.S., Amazon Prime Video leads with a 22% market share, followed closely by Netflix with 21%. In Canada, Netflix leads with a 24% share, while in the United Kingdom, Netflix holds 27% market share. In Japan, Netflix commands 21.7% of the SVOD market. [1]
Streaming Ad Time and Ad-Supported Models
The largest segment of the U.S. video streaming market is live/linear ad-based streaming and nonlinear ad-based streaming, the latter including free, ad-supported services like Tubi and Peacock’s free tier. Nonlinear ad-based streaming offers on-demand content with embedded ads tailored by algorithms, driving revenue and viewer engagement. [4]
Summary
| Metric | Top Platform(s) | Notes | |----------------------------|---------------------------------------------|------------------------------------------| | Share of Viewing Time (U.S.)| YouTube (12.8%), Netflix (8.3%), Disney | Streaming overall 46% of total TV viewing[5] | | Household Reach (FAST U.S.) | The Roku Channel (83.4M), Tubi, Pluto TV | 2024 forecast for free ad-supported viewing[3] | | Market Share by Region | Amazon Prime (22% U.S.), Netflix (U.S. 21%), Netflix (27% UK, 24% Canada) | Subscription share/popularity[1] | | Streaming Ad Time Segment | Live/linear & nonlinear ad-based streaming | Ad-supported streaming largest segment in U.S.[4] |
This data reflects the state of the streaming market in 2024-2025, showing Netflix and Amazon Prime as leading subscription platforms, Roku and Tubi dominating free ad-supported streaming, and YouTube leading overall TV viewing share including streaming ads.
- YouTube dominates the overall television viewing market in the U.S., holding a 12.8% share, as of mid-2025.
- Netflix ranks third among media distributors in terms of viewing share, with an 8.3% share, demonstrating strong growth driven by original content and expanding ad capabilities.
- In the U.S., Amazon Prime Video leads the subscription video on demand (SVOD) market with a 22% share, followed closely by Netflix with a 21% share.
- When it comes to free ad-supported streaming TV (FAST) services in the U.S., The Roku Channel leads with 83.4 million viewers, followed by Tubi and Pluto TV, as of 2024 forecasts.
