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According to Nielsen’s “The Gauge,” streaming captured 47.3% of total TV watch-time in July 2025, with Netflix climbing to a platform record of 8.8%, YouTube reaching 13.4%, and The Roku Channel surging 7.5% month-over-month to 2.8%.

Social video now accounts for 4.9 hours per week of TV viewing, 20% of all video consumed on the television, surpassing time spent watching pay TV or broadcast video.

Subscription video-on-demand viewing in Europe rose 5% year-on-year in the first half of 2025, with locally produced original content emerging as the key driver of audience engagement and platform retention.

Netflix pioneered the binge-viewing model, but other major streamers are taking a more balanced approach between these full-season drops and more gradual release styles.

LATAM leads quality improvements with a 33% drop in buffering, while TVs and set-top boxes dominate viewing devices, capturing 69% of VoD and 87% of Linear TV playtime.