BRISTOL, UK, 08/10/25: Digital i has released its latest Trend Report: Nostalgia on Demand, exploring how U.S. streaming audiences are increasingly spending more of their viewing time on older content.
The report primarily examines the share of viewing time to titles by U.S. subscribers to Disney+, Netflix and Prime Video from January 2021 to June 2025.
Some of the key takeaways include:
- Share of U.S. viewing time on these services to series that first launched more than 10 years prior grew to 37% in H1 2025, up from 32% in H1 2021.
- Since H1 2021, viewing share to titles that first launched two or more years previously has not dropped below 68%, rising as high as 80% in some measured half-year periods.
- Grey’s Anatomy generated 3.5 billion hours viewed across 432 episodes between H1 2021 and H1 2025, with an average of 8.1 million hours viewed per episode.
- However, Stranger Things generated an average of 49.4 million hours viewed per episode, for a total of 1.7 billion hours from just 34 episodes.
- Stranger Things was also the only streaming original ranked (#6) in the top 10 list by hours viewed between H1 2021 and H1 2025, the other nine titles were all licensed series.
- In H1 2025, 37% of viewing time to content that launched before 2020 on these services by U.S. subscribers was to comedy.
- Outside of the U.S., in H1 2025, South Korean subscribers spent an average of just 16% of their viewing share on content released in 2016 or later, compared to 42% in the Nordics.
Click HERE to read the full report.
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ABOUT DIGITAL I
Digital i is a global streaming media measurement company that tracks subscriber engagement and content consumption through privacy-compliant, opt-in panels and proprietary data capture technology. Offering deep insights into what, where, when, why, and how viewers watch, Digital i empowers major streamers and studios to understand audiences like never before.
Founded in 2003, the company started out as a linear analytics firm and has since expanded to measure streaming audiences in more than 20 countries.
Digital i’s clients include streamers, broadcasters and media brands, who use viewing data analytics to negotiate better deals, compete on a global level, and find their niche in an ever-changing market.
Mark Layton
Communications Lead
mark.layton@digital-i.com
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