Nielsen data analyzed by the Entertainment Strategy Guy newsletter reveals Netflix’s original titles are losing ground to content from rival streaming platforms, including Amazon Prime Video, Hulu, Apple TV Plus, and Paramount Plus, in the United States.
The Entertainment Strategy Guy observed a long-term trend regarding Netflix’s share of titles within Nielsen’s top ten originals chart in America. This analysis indicated a decrease in Netflix’s share over time, while other streaming services demonstrated gains. In 2021, Netflix accounted for 80% of the weekly top ten charts. This figure has declined to 52% as of this year. This represents a 28% reduction in Netflix’s share of the top ten lists.
The data for this analysis was compiled by Nielsen, focusing on the Nielsen Top Ten Streaming Originals in the US. The metric used was the count of titles, with data collected from 2021 to the present, analyzed on a weekly interval. The Entertainment Strategy Guy noted that the weekly data could appear busy, and therefore presented the same information aggregated by month, which provided a clearer view of the change. Further aggregation by year also supported the same conclusion regarding Netflix’s declining share and the increasing presence of other streamers.
The Entertainment Strategy Guy noted that this trend, while not entirely smooth, is demonstrably real. The observation of increased competitiveness in Nielsen’s Top Ten lists prompted the detailed analysis. For example, during the week of March 26, Netflix held only four slots in the top ten. While this indicated a low point, it was not Netflix’s lowest performance, as there was a week the previous summer where Netflix had only three originals in the top ten.
The analysis specifically focused on Netflix’s share of Nielsen’s weekly Top Ten charts. This particular trend had not been previously identified by other outlets, according to the Entertainment Strategy Guy. The comprehensive data review aimed to provide a deeper and more nuanced understanding of the business and data, which the author believes builds trust with the audience.
The Entertainment Strategy Guy, writing in a newsletter dated July 8, 2025, emphasized the importance of providing nuance and caveats when presenting data, rather than resorting to hyperbolic conclusions for virality. The newsletter, which also includes a weekly Streaming Ratings Report and a bi-weekly strategy column, aims to provide detailed insights into the entertainment industry and business strategy.
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