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Streaming Hits Surge: Unscripted Content Plummets
30 Jan
Summary
- Original streaming content consumption jumped 18% in 2025.
- Love Island USA, not Netflix, was the most-watched series.
- Unscripted content production saw a significant 31% decline.
The U.S. market for original streaming content experienced a notable surge in 2025, with total consumption increasing by 18% year-over-year. This growth was driven by numerous popular series across various platforms, surpassing previous plateaus.
'Love Island USA' emerged as the most-watched series of the year, accumulating approximately 18 billion minutes watched, outperforming major scripted shows on established services.
Conversely, the production volume for unscripted content across both linear and streaming platforms saw a substantial decrease of 31% in 2025. Sports docuseries were a minor exception, showing a slight increase.
While Netflix maintained its leading position, its market share in original content viewing dipped from 63% to 59% in 2025. Competitors such as Prime Video, Apple TV, and HBO Max made significant gains, closing the gap.
Original streaming movies also showed improvement, with four Netflix original films securing spots among the year's top-ranked titles, a notable increase from previous years where theatrical releases dominated.
