Apple Streaming Breaks Top 5 for First Time
“Severance” Season 2 Drives Significant Growth in Viewership
Apple TV+ has achieved a major milestone, securing a top-five position among the most-watched streaming series in the United States for the first half of 2025. This marks the platform’s strongest performance to date, as reported by Bloomberg.
“Severance” Drives Apple’s Ascendancy
The critically acclaimed second season of the sci-fi drama “Severance” propelled Apple TV+ into the elite streaming ranks. According to Nielsen data, the show garnered 9,275 million minutes of viewership. This places “Severance” among the top original streaming titles, competing directly with established giants.
Streaming Landscape Shifts
Netflix continues to dominate with three of the top four spots, including “Squid Game” at number one. Amazon’s “Reacher” secured a strong second place. However, Apple’s success with “Severance” signifies a growing diversification in popular streaming content, challenging Netflix’s long-held dominance.
Nielsen’s rankings, which measure total minutes viewed across U.S. audiences, reveal a broader trend: Netflix’s share of the most-watched streaming titles has decreased significantly since 2021. This shift indicates increased competition from services like Amazon Prime Video, Max, Hulu, Paramount+, and Apple TV+.
Top Streaming Series (First Half 2025, U.S. Viewership)
- Squid Game (Netflix): 15,074 million minutes
- Reacher (Prime Video): 13,313 million minutes
- The Night 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 Tale (Hulu): 8,165 million minutes
- You (Netflix): 8,097 million minutes
- Landman (Paramount+): 7,826 million minutes
Broader Market Dynamics
The overall streaming market saw a 6% year-over-year increase in consumption during the first half of 2025. While Netflix’s share of this growth remained static, free ad-supported platforms are increasingly attracting viewers. Disney+ has yet to place an original series in Nielsen’s top 10.
Ampere Analysis estimated in May that Apple TV+ has over 60 million global paying subscribers, with substantial growth in North America and Western Europe. Apple has officially renewed “Severance” for a third season, signaling continued investment in its flagship programming.
