What was the biggest surprise in U.S. streaming for 2025?

The most surprising trend was a significant 18% surge in original streaming content consumption, alongside a dramatic 31% plunge in unscripted content production.

Which series was the most-watched in the U.S. in 2025?

For the first time, 'Love Island USA' was the most-watched series of the year, surpassing all scripted shows and Netflix originals.

How did Netflix's market share change in 2025?

Netflix's market share in original content viewing decreased in 2025, falling to 59% as competitors like Prime Video and HBO Max gained ground.

Home / Arts and Entertainment / Streaming Hits Surge: Unscripted Content Plummets

Streaming Hits Surge: Unscripted Content Plummets

30 Jan

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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.

Streaming Hits Surge: Unscripted Content Plummets

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.