INDIA – August 20, 2025 – Streaming viewership continued to heat up in July as its portion of TV watch-time edged closer to the 50% threshold, according to Nielsen’s monthly report of The Gauge™, the media industry’s leading snapshot of total TV and streaming consumption. Driven by an influx of streaming options across platforms, streaming usage trended upward slightly as audiences spent a record 47.3% of overall TV viewing time in July watching its content.
Netflix rode the momentum of a strong June into July, notching a 5% monthly viewing increase to achieve a platform record of 8.8% of TV. Netflix’s consecutive monthly uptick was driven by a continued steady flow of new releases among original and acquired titles, which led the streamer to represent eight of July’s top 10 streaming titles. Its original series Squid Game was this month’s most watched title with 5.4 billion viewing minutes.
Peacock also carried some of its June momentum into July as its original series Love Island USA was this month’s second most-streamed title with 5.3 billion viewing minutes. Overall Peacock was up 3% versus June and added 0.1 share points to tie its non-Olympic monthly record of 1.6% of TV. The rest of July’s top titles included:
