The U.S. streaming market for original TV shows and movies underwent significant transformations in 2025, as detailed in Luminate's "Film & TV Year-End Report." This period witnessed a substantial increase in content consumption, a diversification of top-performing titles beyond Netflix, and evolving trends in production, particularly within the unscripted genre and the realm of streaming-first films.
Unpacking the Dynamics: A Deep Dive into the Competitive Streaming Arena
A Surge in Viewer Engagement: Unprecedented Growth in Streaming Consumption
After several years of consistent viewership levels, 2025 marked a pivotal moment for streaming original content in the United States. The total hours spent watching original series and films on leading platforms saw an impressive 18% year-over-year increase, with series alone contributing to a 21% rise. This notable surge indicates a burgeoning appetite among audiences for fresh, exclusive programming across the diverse streaming ecosystem.
The Rise of Diverse Blockbusters: Beyond Netflix's Solo Reign
A striking development in 2025 was the emergence of numerous highly successful streaming titles across a broader spectrum of platforms. Unlike previous years where top hits were often concentrated on one or two dominant services, this period showcased a more democratized landscape of popular content. This shift highlights the growing strength and competitive offerings of various streaming providers, with examples like HBO Max's "The Pitt" and Paramount Plus' "Landman" drawing significant audiences.
Unscripted Content in Decline: A Shifting Production Focus
While overall content consumption grew, the production of unscripted programming experienced a significant downturn across nearly all categories. From true crime documentaries to culinary shows, there was a substantial 31% reduction in the commissioning of new unscripted projects across both linear television and streaming services. The only exception to this trend was a slight uptick in sports-themed docuseries, suggesting a niche area of continued investment.
Challenging the Incumbent: Netflix's Evolving Market Position
Despite remaining a formidable force in the streaming world, Netflix's long-standing market dominance began to show signs of erosion in 2025. After consistently holding a 63% market share in the preceding two years, its share dipped to 59%. This decline signals the increasing competitiveness of rivals such as Prime Video, Apple TV, and HBO Max, which collectively gained ground. Furthermore, Netflix had fewer titles among the year's top 10 and 20 most-watched programs, indicating a more fragmented distribution of high-performing content.
The Ascendance of Original Streaming Films: A New Cinematic Frontier
In a significant shift, original films produced directly for streaming platforms demonstrated enhanced performance relative to movies initially released in theaters and later made available on subscription video-on-demand (SVOD) services. Whereas in prior years, theatrically released films largely dominated the top 10 most-watched movie lists, 2025 saw four distinct Netflix original films successfully penetrate these top ranks, signaling a growing acceptance and popularity of direct-to-streaming cinematic experiences.
