Streaming has become a major category of television use, but the measurement depends on the denominator. Nielsen’s U.S. Gauge measures TV-screen viewing, Ofcom measures UK in-home video, and company reports measure memberships and financial results under their own definitions.
Key Streaming Service Statistics
The most useful high-level streaming service statistics are:
- Streaming represented 40.3% of U.S. TV usage in June 2024, the highest single-category share then reported by Nielsen.
- Streaming represented 44.3% of U.S. TV viewing in April 2025, up 5.9 percentage points from April 2024.
- Streaming viewing rose 15% in the United States from April 2024 to April 2025, measured through television screens.
- UK SVoD and AVoD services represented 14% of total in-home video viewing in 2023 across all individuals.
- UK SVoD/AVoD viewing averaged 38 minutes per day in 2023, up 6% from 2022.
- Netflix, Amazon Prime Video and Disney+ represented 95% of UK SVoD/AVoD viewing in 2023.
- TV sets accounted for 84% of UK in-home video viewing in 2023, across all video categories.
- UK adults aged 25–34 watched 1 hour 5 minutes of SVoD/AVoD per day in 2023, the highest age-group average reported by Ofcom.
- YouTube accounted for 12.4% of U.S. TV watch-time in April 2025, its third consecutive monthly platform high.
- The Roku Channel accounted for 2.4% of U.S. TV viewing in April 2025, measured by Nielsen’s Gauge.
- Netflix ended Q4 2023 with 260.28 million global streaming paid memberships.
- Netflix had 277.65 million global streaming paid memberships in Q2 2024, up 16.5% year over year.
- Netflix reported $9.559 billion in revenue in Q2 2024, up 16.8% year over year.
- Disney+ domestic average monthly revenue per paid subscriber was $7.89 in fiscal 2024, for the United States and Canada.
- Hulu Live TV + SVOD average monthly revenue per paid subscriber was $95.12 in fiscal 2024, a company-reported revenue measure.
- Bridgerton generated 9.3 billion U.S. viewing minutes in June 2024, leading Nielsen’s streaming-title ranking for that month.
Contents
- Audience scale and U.S. TV-viewing share
- UK streaming usage by age and device
- Platform and distributor market share
- Netflix memberships, revenue and profitability
- Disney+, Hulu and streaming monetization
- Titles, viewing minutes and trends
Streaming Service Audience Scale and U.S. TV-Viewing Share
Nielsen’s Gauge is a monthly snapshot of broadcast, cable and streaming consumption occurring through a television screen. It is not a census of all internet viewing and does not directly measure paid subscriptions.
In June 2024, streaming reached 40.3% of total U.S. TV usage, exceeding the previous single-category record of 40.1% set by cable in June 2021. Streaming viewing increased 6% from May to June and gained 1.5 percentage points of share.
| U.S. TV category | Share | Period |
|---|---|---|
| Streaming | 40.3% | June 2024 |
| Broadcast | 20.5% | June 2024 |
| Cable | 27.2% | June 2024 |
| Streaming | 44.3% | April 2025 |
| Cable | 24.5% | April 2025 |
Source: Nielsen, June 2024 Gauge and Nielsen, April 2025 Gauge.
In July 2024, streaming represented 41.4% of total U.S. TV viewing, more than 5% above June and 1.1 percentage points higher in share. By April 2025, streaming was 15% higher than in April 2024, while broadcast usage fell 7% and cable usage fell 16%; these are category-level TV-screen changes, not subscription losses.
UK Streaming Usage Statistics by Age and Device
Ofcom’s UK figures combine subscription video-on-demand and advertising-supported video-on-demand in several measures. They cover in-home video viewing, and some services or TV-set activity cannot be definitively separated.
SVoD and AVoD represented 14% of total UK in-home video viewing in 2023, equal to 38 minutes per day and 6% higher than in 2022. Netflix, Amazon Prime Video and Disney+ together accounted for 95% of measured UK SVoD/AVoD viewing.
| UK measure | Result | Period or population |
|---|---|---|
| SVoD/AVoD share of in-home video | 14% | All individuals, 2023 |
| SVoD/AVoD viewing | 38 minutes/day | All individuals, 2023 |
| TV-set share of in-home video | 84% | All individuals, 2023 |
| SVoD/AVoD share | 28% | Adults aged 25–34, 2023 |
| SVoD/AVoD viewing | 1 hour 5 minutes/day | Adults aged 25–34, 2023 |
Source: Ofcom, Media Nations: UK 2024.
The share of SVoD/AVoD viewing occurring through TV sets rose from 81% in 2022 to 85% in 2023. The share of in-home YouTube viewing through TV sets also rose, from 29% to 34% over the same period, although YouTube is classified as a video-sharing platform rather than SVoD/AVoD.
Age differences are substantial. Video-sharing platforms represented 46% of in-home video time for UK people aged 16–24 in 2023, equal to 1 hour 33 minutes per day, and 40% of UK children’s in-home video time; SVoD/AVoD viewing rose by more than 10% year over year among both children and people aged 55–74.
Streaming Platform and Distributor Market-Share Data
Platform shares describe viewing through U.S. TV screens, not household penetration. In April 2025, YouTube reached 12.4% of total U.S. TV watch-time, up 0.4 percentage points from March and 2.8 points from April 2024; The Roku Channel reached 2.4%, up 0.2 points from March.
In June 2024, YouTube held 9.9% of total U.S. TV usage and Tubi held 2.0%. Netflix held 8.4%, up 0.8 percentage points month over month, while Disney+, Tubi, Netflix and Max posted month-over-month usage growth of 14.8%, 14.7%, 11.8% and 11.0%, respectively.
Nielsen’s Media Distributor Gauge uses parent-company mappings and includes traditional television groups, so its figures are not individual streaming-service subscription shares. In April 2024, 14 media companies reached at least 1.0% of total TV usage.
- Disney represented 11.5% of total U.S. TV viewing, with 42% of that distributor share attributable to Disney+ and Hulu.
- YouTube ranked second among parent companies at 9.6% of total TV viewing.
- NBCUniversal, Paramount and Warner Bros. Discovery recorded 8.9%, 8.8% and 8.1%, respectively.
- Netflix ranked sixth overall and was the second-highest streaming distributor at 7.6%.
- Amazon Prime Video rose 12% month over month to a 3.2% share.
Source: Nielsen, Media Distributor Gauge.
Netflix Membership, Revenue and Profitability Statistics
Netflix’s reported global streaming paid memberships rose from 260.28 million at the end of Q4 2023 to 277.65 million in Q2 2024. The Q4 2023 total grew 12.8% year over year, while the Q2 2024 total grew 16.5%; memberships represent accounts under Netflix’s definition, not unique people.
| Netflix measure | Q4 2023 | Q2 2024 |
|---|---|---|
| Global paid memberships | 260.28 million | 277.65 million |
| Revenue | $8.833 billion | $9.559 billion |
| Operating margin | 16.9% | 27.2% |
| Net income | $938 million | $2.147 billion |
Sources: Netflix Q4 2023 Shareholder Letter and Netflix Q2 2024 Shareholder Letter.
Netflix generated $6.9 billion in free cash flow during fiscal 2023, when annual revenue growth was 12%, compared with 6% in 2022. Paid advertising-tier membership grew 34% quarter over quarter in Q2 2024, but that measure is not ad revenue or total subscriber share.
Netflix forecast 2024 reported revenue growth of 14%–15% and a 26% operating margin in its July 2024 Q2 letter. This was management guidance and should not be presented as a realized result.
Disney+ and Hulu Streaming Monetization Statistics
Disney’s average monthly revenue per paid subscriber is a revenue measure, not necessarily the listed price. The figures follow Disney’s fiscal year ended September 2024 and are affected by pricing, promotions, subscriber mix and exchange rates.
| Service or tier | Fiscal 2024 average monthly revenue | Fiscal 2023 |
|---|---|---|
| Disney+ domestic, U.S. and Canada | $7.89 | $6.97 |
| Disney+ international, excluding Hotstar | $6.60 | $5.93 |
| Disney+ Core, global excluding Hotstar | $7.18 | $6.39 |
| Disney+ Hotstar | $0.96 | $0.66 |
| Hulu SVOD-only | $12.35 | $12.17 |
| Hulu Live TV + SVOD | $95.12 | $90.52 |
Source: The Walt Disney Company Fiscal Year 2024 Annual Financial Report.
Disney+ Hotstar’s average monthly revenue per paid subscriber increased 45% from $0.66 to $0.96. Hulu SVOD-only excludes Hulu Live TV + SVOD subscribers, while Disney+ Core excludes Hotstar, so these categories should not be treated as interchangeable products.
Disney reported $5.499 billion in 2024 programming and production costs for Disney+ and other services and $8.582 billion for Hulu. Total streaming programming and production costs were $14.081 billion in fiscal 2024, compared with $13.959 billion in fiscal 2023; the company’s reported groupings may not equal independently reconstructed components.
Streaming Titles, Viewing Minutes and Growth Trends
Title-level minutes show the scale of measured viewing, not episode completion or unique viewers. Some totals span more than one service, so they should not be assigned to a single platform.
In June 2024, Bridgerton led Nielsen’s U.S. streaming-title ranking with 9.3 billion viewing minutes. Your Honor generated 7.5 billion minutes across Netflix and Paramount+, The Boys generated 4.0 billion on Prime Video, and House of the Dragon generated 3.4 billion on Max.
In April 2025, Grey’s Anatomy generated 3.9 billion viewing minutes across Hulu and Netflix, while The White Lotus generated 3.7 billion on Max. Nielsen title minutes are audience estimates based on TV-screen viewing.
Amazon Prime Video’s Fallout generated more than 7 billion viewing minutes in April 2024 and was the month’s top streaming title. The same Nielsen context recorded 17.6 million viewers for the NCAA women’s basketball championship game on ABC, plus more than 1 million on ESPN, while cable sports viewing increased 28% from March to April 2024.
These event figures are viewing context rather than streaming-service subscriber statistics. Comparisons across Nielsen, Ofcom and company reports require care because their geographies, periods, denominators and definitions differ.