Apple has secured a top-five spot within the most-watched streaming collection with its authentic programming for the primary time, Bloomberg studies.
In accordance information from Nielsen, Apple TV+ claimed one of many 5 most-viewed authentic streaming titles in the USA throughout the first half of 2025. Whereas Netflix maintained three of the highest 4 positions and Amazon’s Reacher carried out strongly in second place, Apple emerged alongside these longstanding opponents for the primary time with the second season of Severance.
Nielsen’s rankings are primarily based on complete minutes seen and signify U.S. audiences solely, combining viewership throughout linked TVs and choose gadgets. Essentially the most-watched reveals in the USA within the first half of 2025 are as follows:
- Squid Sport (Netflix), 15,074 million minutes
- Reacher (Prime Video), 13,313 million minutes
- The Evening Agent (Netflix), 12,219 million minutes
- Ginny & Georgia (Netflix), 10,201 million minutes
- Severance (Apple TV+), 9,275 million minutes
- 1923 (Paramount+), 8,536 million minutes
- The Pitt (Max), 8,227 million minutes
- The Handmaid’s Story (Hulu), 8,165 million minutes
- You (Netflix), 8,097 million minutes
- Landman (Paramount+), 7,826 million minutes
Apple’s rise within the rankings coincides with a broader development; Netflix’s share of the most-watched streaming titles declined from greater than 80% in 2021 to simply underneath 50% within the first half of 2025. The figures mirror growing competitors from rivals resembling Amazon, HBO, Hulu, Paramount+, and Apple TV+, all of which have positioned reveals within the prime 10 up to now this 12 months. Disney+, in contrast, has not had a single authentic collection seem in Nielsen’s prime 10 so far.
Whereas Netflix stays essentially the most constant producer of hits general, with a bigger variety of top-performing collection than every other service, its share of complete streaming viewership has plateaued. Nielsen reported that complete streaming consumption within the U.S. grew by 6% year-over-year within the first half of 2025, however Netflix’s share of that development remained flat. Free ad-supported platforms, resembling YouTube, Tubi, and the Roku Channel, are more and more capturing viewers from conventional TV and paid subscription providers alike.
Apple doesn’t disclose subscriber figures for Apple TV+, however Ampere Evaluation estimated in Could that the service has surpassed 60 million paying customers globally, with the strongest development occurring in North America and Western Europe over the previous 12 months. Apple has renewed Severance for a 3rd season.