Story perspectives

Streaming Boom: Love Island Surges, Netflix Dips in 2025

1/30/2026

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Summary

Story summary

In 2025, Luminate's Film & TV Year-End Report shows U.S. streaming market grew as original content consumption rose 18% and series viewership rose 21%.
Love Island USA became the most-watched series, surpassing Netflix offerings.
Unscripted content production fell 31%, with sports-themed docuseries as an exception.
Netflix's market share fell from 63% to 59% as Prime Video and HBO Max gained ground, with four Netflix original films entering the top ranks.

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Story summary

In 2025, Luminate's Film & TV Year-End Report shows U.S. streaming market grew as original content consumption rose 18% and series viewership rose 21%.
Love Island USA became the most-watched series, surpassing Netflix offerings.
Unscripted content production fell 31%, with sports-themed docuseries as an exception.
Netflix's market share fell from 63% to 59% as Prime Video and HBO Max gained ground, with four Netflix original films entering the top ranks.