YouTube and Netflix See Surge in Summer Streaming: Nielsen’s Media Distributor Analysis

YouTube once again takes the lead as the top media distributor on TV, holding strong for the sixth consecutive month, according to Nielsen’s latest report. In July, YouTube claimed 13.4% of TV watch-time, widening its lead over Disney, which came in second with 9.4%. This marked the largest lead by a media company since Nielsen started tracking this data back in November 2023.

Pure-play streamers like Netflix and The Roku Channel also had a good month in July, hitting platform high water marks. Netflix maintained its position in the top three media distributors with 8.8% of TV, showcasing a significant gain compared to the previous month. With a range of new releases in both original and acquired titles, Netflix attracted an additional 215,000 viewers on average compared to June, making it the platform with the largest volume gain in viewership. It was also the only streaming service to see an increase in viewers across all demographic categories.

The Roku Channel also saw success in July, capturing 2.8% of TV with a 7.5% increase in usage compared to June. Amazon was not far behind, securing 3.9% of TV viewing. Amazon’s diverse content slate, including popular originals like the Bosch spinoff, Ballard, and The Summer I Turned Pretty, contributed to its gains. The platform has seen a steady 62% increase in TV viewing since July 2021, demonstrating consistent growth.

Hallmark saw a boost in viewership, climbing to 1.1% of TV thanks to its annual “Christmas in July” programming on The Hallmark Channel. With new premieres and holiday-themed content, Hallmark experienced a 19% increase in viewership, propelling it up the rankings among distributors.

As we transition from summer to fall, major sports events and a new broadcast season are expected to impact media distributors and audiences in the upcoming months. This shift in seasons will likely bring changes to viewing patterns and preferences for viewers across various platforms.

In conclusion, July 2025 was a successful month for streaming platforms, with YouTube maintaining its lead, Netflix and The Roku Channel hitting new highs, and Amazon and Hallmark also seeing gains in viewership. Keep an eye out for upcoming trends as we head into the fall season!