Streaming Dominance: How 'Love Island' and 'Squid Game' Transformed TV Viewing Trends

In June 2025, the landscape of television viewing shifted dramatically as streaming platforms surged to account for nearly 50% of all television usage, a significant increase attributed primarily to the major successes of Netflix's 'Squid Game' and NBC's Peacock's 'Love Island.' This unprecedented rise in streaming viewership comes despite the presence of high-profile events such as the NBA Finals and prominent evening news broadcasts, which could not stem the decline of traditional broadcast television.

According to data released by Nielsen on July 15, 2025, streaming accounted for 46% of total TV viewing in June, marking a 5.4% increase from May. During the same period, Netflix and Peacock saw viewership increases of 13.5% and 13.4%, respectively. 'Love Island' achieved a remarkable milestone, becoming the most-watched entertainment series in Peacock's history, with 4.4 billion viewing minutes logged in June alone. The show's finale aired shortly before the release of this report, likely contributing to its record-breaking popularity.

Netflix's viewership surge was fueled by several acclaimed original series, with 'Ginny & Georgia' leading the pack as the most-streamed title of the month, amassing 8.7 billion viewing minutes. Other popular titles included 'Animal Kingdom' and 'Blindspot,' racking up 5.71 billion and 5.69 billion minutes, respectively. Notably, 'Squid Game,' which premiered its final season at the end of June, set a new record for three-day streaming with 60.1 million views, becoming the first show to achieve the number one ranking across all 93 countries where Netflix has a Top 10 list.

The implications of these viewing trends are profound for the traditional broadcast television industry. Broadcast television viewership plummeted to 18.5% of total TV usage in June, a historic low that has never before dipped below 20%. This decline occurred despite a minor boost from the NBA Finals, which traditionally draws significant viewer interest. In contrast, cable television maintained a more stable presence, finishing with a 23.4% share of total TV use, buoyed in part by the popularity of the NBA Conference Finals and other special programming.

Experts in media analysis are expressing concerns over the future of traditional broadcasting. Dr. Lisa Thompson, Media Studies Professor at Columbia University, stated, "The shift towards streaming is not just a trend; it reflects a fundamental change in consumer behavior. Audiences are gravitating towards content that offers flexibility and diversity, which traditional broadcast television struggles to provide."

Additionally, Richard Green, a senior analyst at the Media Research Institute, commented, "The significant drop in broadcast viewership indicates a potential long-term crisis for these networks. They must adapt rapidly to retain their audiences or risk becoming obsolete in a market increasingly dominated by streaming services."

The rise of children's programming also cannot be ignored in this context. Surprisingly, 'Bluey,' a children's cartoon on Disney+, emerged as the most-watched show across all streaming platforms, with over 25 billion minutes streamed in the first half of 2025. This phenomenon highlights a shifting dynamic where family-oriented content is competing fiercely against traditional adult programming, further complicating the landscape for established networks.

As the industry moves forward, the implications of these trends are likely to shape content creation and distribution strategies. Streaming platforms will continue to innovate, while traditional broadcasters must confront the reality of their diminishing influence. The future of television looks increasingly digital, with streaming at the forefront of content consumption. The impact of this transformation will resonate across the industry as stakeholders respond to shifting viewer preferences and technological advancements, signaling a new era in entertainment consumption.