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Simeon McMillan's avatar

Great post. I wanted to push back slightly on your argument that Netflix has "declining engagement". I disagree with the framing. You are comparing NFLX share of U.S. streaming time against YouTube’s over the last 4 years, but the more accurate way is to look at NFLX share of TOTAL U.S. TV time.

By using "streaming" as the denominator, the data becomes unintentionally skewed. Streaming is a subset of all TV; while the category is growing as it takes share from broadcast/cable, YouTube has been growing at a faster YoY rate than Netflix. So while YouTube’s share within the streaming category is rising and Netflix’s is shrinking, this ignores the fact that total streaming hours are increasing overall in aggregate.

In my view, the Nielsen Gauge report remains the cleanest measure of total TV viewing market share. From Jan 2025 to Jan 2026, streaming grew from 43% to 47% of total U.S. TV time. Both YouTube and NFLX grew total viewership, the #1 and #2 platforms for total TV time. So the idea Netflix engagement is declining is not true. While others share this perspective, I believe their $25 billion buyback program will eventually prove the point.

Keep up the great work with TSOH; I would simply suggest changing the framing from "Share of Streaming" to "Share of Total TV” and you will see that both Netflix and YouTube can win! Thanks — Accrued Interest (Sim)

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