YouTube leads among streamers in viewer share, while Netflix boasts the largest audience reach.
In the ever-evolving world of entertainment, streaming platforms have taken centre stage, accounting for an impressive 46% of the total TV viewing market share as of mid-2025. Among these platforms, ad-supported streaming holds the largest portion, with a significant 45.3%[2][3].
Leading the pack is Netflix, which has experienced remarkable growth in both overall viewing and ad-supported market share. The streaming giant now claims an 8.3% share of total TV viewing, a number that has grown by 13.5% month-over-month[3]. This surge is largely attributed to the popularity of Netflix's original and acquired content, as well as the expansion of its advertising business. In fact, Netflix's ad revenue is expected to roughly double in 2025[4].
While specific data on Hulu's share of streaming ad time wasn't available, the overall trend suggests that streaming ad-supported viewing is on the rise, capturing advertising dollars previously held by traditional broadcast and cable TV[2]. Hulu's growth can be inferred as part of this broader streaming ad-supported market growth, supported by the general rise in connected TV and digital advertising revenues, forecast to continue increasing sharply through 2029[4][5].
Other notable players in the ad-supported streaming market include Pluto TV (3% share of streaming ad time), Tubi (3%), Paramount+ (4%), and Disney+ (2%). Interestingly, more than 50% of new Netflix subscribers opt for the ad-tier model[6].
YouTube holds the highest share of viewing time among major streaming platforms, with a 21% share, followed closely by Netflix with a 16% share[7]. Hulu claims a 10% share of viewing time among major streaming platforms, making it the platform with the highest share of streaming ad time among these platforms, with a 13% share[8].
As we look to the future, industry forecasts project that connected TV advertising revenues, including platforms like Hulu and Netflix, will continue to rise sharply, aiming for $51 billion by 2029 and representing a growing share of total TV ad spend[5]. This trend underscores the significant impact streaming platforms are having on the television industry.
In terms of household reach, Netflix leads with a 71% share, followed by YouTube with a 67% share[9]. Hulu has a 50% household reach, while Prime Video boasts a 42% household reach[10]. Other virtual MVPDs like YouTube TV and Prime Video also hold notable shares, with 8% and 3% respectively[11].
In 2024, 90% of homes actively accessed streaming content, a figure that outpaces cable (72%) and broadcast (67%) access rates[12]. This shift towards streaming content is a clear indication of the growing preference for on-demand entertainment.
In conclusion, the streaming ad-supported content market is thriving, with Netflix leading the charge in terms of growth and ad revenue. Hulu, while not explicitly detailed in the data, is part of this growing segment, contributing to the overall rise in streaming ad-supported viewership. As we move forward, it's expected that connected TV advertising revenues will continue to increase, solidifying the dominance of streaming platforms in the television industry.
- The growth of Netflix, with an 8.3% share of total TV viewing, is attributed to the popularity of its original and acquired content, as well as the expansion of its advertising business, with ad revenue expected to roughly double in 2025.
- Among other notable players in the ad-supported streaming market, Hulu, with a 10% share of viewing time among major streaming platforms, has the highest share of streaming ad time among these platforms, at 13%.
- As we look to the future, connected TV advertising revenues, including platforms like Hulu and Netflix, are projected to continue rising sharply, aiming for $51 billion by 2029 and representing a growing share of total TV ad spend.
- The shift towards streaming content, with 90% of homes actively accessing streaming content in 2024, outpaces cable (72%) and broadcast (67%) access rates, indicating a growing preference for on-demand entertainment.
