3 Takeaways From Netflix’s 2025 Global Data: Dramas Remain On Top; Original Series Success Fades Quickly; And The 2010 Sweet Spot Of Linear Nostalgia

The choices viewers make on Netflix can reflect streaming TV overall

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Netflix recently released its What We Watched report for the second half of 2025, which, when combined with the report for the first half, provides a comprehensive data set of the worldwide “views” of almost 9,000 TV seasons and more than 10,000 movies. Views essentially represent the number of people who watched.

Since Netflix is the dominant streaming platform, it can serve as an excellent proxy for TV series preferences across a full year. Three things are clear: dramas are still on top; viewing of original series is fleeting; and the sweet spot for linear nostalgia is 2010.

75% Of The Top Series Were Dramas

Among the 36 TV seasons on Netflix with 40 million viewers or more, 27 were dramas. Of those 27, 23 were either science fiction, historical, or crime shows that were not light fare. While some buzzy titles appeared in the chart, such as Squid Game, Wednesday, and Stranger Things, there were also less-discussed programs – including Untamed, Missing You, American Primeval, and The Waterfront.

Based on Netflix self-reported global viewing data. Genres assigned by the author.

Data Source: Netflix – Created By Ted Linhart With Tableau

Original comedies have never been a plentiful category on streaming, and only four made the cut. The remaining five series were either in the unscripted true crime or kids genres.

A significant takeaway is that not much has changed in terms of audience preferences since streaming’s rise approximately ten years ago. While unscripted has taken over cable and broadcast is still a mix of comedy, drama, and unscripted, dramas were the backbone of SVOD original programming in the early days (think House of Cards, Handmaid’s Tale, Boschand Bloodline) and are still dominant a decade later.

The Most-Watched Licensed Series Were 15 Years Old On Average

Based on Netflix self-reported data. Genres assigned by the author.

Data Source: Netflix – Created By Ted Linhart With Tableau

The most-viewed licensed television shows, those with 30 million or more viewers, were either animated titles geared to younger viewers or long-running comedies and dramas that originated on linear television 15 years ago on average – making 2010 the current sweet spot for library TV viewing.

There are series that began before that year, such as House, Sex And The City, and Gilmore Girls; on or near it, such as The Walking Dead, Shameless and Suits; and after, like Young Sheldon, S.W.A.T. and The Rookie.

The earliest series are two from the 1990s – Seinfeld and Friends (HBO Max is the exclusive home of Friends in the U.S., but Netflix carries it in other countries). Of the 31 non-kids programs in this upper tier of performance, 21 were dramas, and 10 were comedies, making dramas #1 in the licensed category as well.

Linear series that were popular circa 15 years ago, with a large catalog of episodes, are striking a chord for several reasons. The shows are old enough to feel nostalgic but not look heavily dated. They are new to younger viewers who did not watch during the original runs and can feature cast members who are still working or, perhaps, even bigger names today. Also, enough time has passed for those who did catch the original run to enjoy a rewatch.

Original Series Viewing Is Ephemeral While Licensed Series Are Watched Consistently

Based on Netflix self-reported global data. Genre assignment by author.

Data Source: Netflix – Created By Ted Linhart With Tableau

While original series are often the most popular content category on a streaming platform for initial audience size, their success is usually very short-lived compared to acquired series. The chart above contains the percent change in viewing for the second half of 2025 compared to the first half of 2025 for the top 10 original series and the top 10 acquired series that were available in the first half of the year (original series that launched in June 2025 have been excluded).

Original series (in orange) fall off drastically, by an average of -85% in the second half of the year, while acquired series (in blue) are very stable, except Younger. The acquired series change is up a sliver, +3%.

The fact that original streaming series have a very short shelf life is a problem for the television industry. The value of a successful TV show lies almost exclusively in its ability to attract audiences over time as a library. However, the majority of original series produced since 2020 are for streaming, so the combination of their relatively small episode counts and low usage soon after release means they will sit on their owners’ shelves without earning revenue. Very few streaming series have made it into syndication or been sold to other platforms, putting the economic ecosystem of the TV business at risk.

Linear TV series, which were often designed for repeat consumption and can have hundreds of episodes, will continue to be the biggest profit drivers for the industry. They are still highly viewed on streaming and do not run out of steam like originals, which is one of the key reasons that Netflix wants to acquire Warner Bros., the owner of one of the best catalogs of TV series and movies. That library will make money for whoever owns it for decades to come, no matter how television technology evolves.