Netflix has once again cemented its position as America’s most essential television brand, securing the top spot on The Strategic Counsel’s prestigious “Must Keep TV” list for the sixth consecutive year in 2025. This enduring dominance highlights the streaming giant’s sustained appeal among U.S. consumers, even as the broader media landscape continues its rapid evolution.
The “Must Keep TV” report, now in its 18th year, is based on an annual survey conducted by The Strategic Counsel, which polls 1,400 American consumers aged 12 and older. The study asks participants to identify which of 83 broadcast, cable, and streaming brands would make their essential viewing list if they had to choose only a limited selection. This methodology effectively gauges consumer loyalty and the perceived value of various television services.
Netflix’s Unwavering Lead
Netflix’s sixth consecutive year at number one underscores its ability to consistently capture audience attention and loyalty. The service’s vast library of original movies and series, coupled with a user-friendly interface, appears to make it an indispensable part of millions of American households. Industry data suggests Netflix also boasts one of the lowest churn rates, indicating that subscribers are reluctant to part ways with the platform.
The Competitive Set: Broadcast Networks Hold Strong
While Netflix leads the pack, traditional broadcast networks continue to demonstrate significant strength. ABC secured the second position for the sixth year running, followed by CBS and Fox, which, along with ABC and NBC, consistently rank among the top broadcast contenders. These networks often benefit from live programming, particularly sports and major news events, which remain a powerful draw for consumers.
Streaming’s Evolving Hierarchy
The broader streaming market shows a dynamic hierarchy. Amazon Prime Video maintained its strong presence, rounding out the top five. Other key players saw notable shifts: NBC climbed to sixth place, while Hulu and Disney+ remained in the top ten. Paramount+, after a hiatus since 2021, re-entered the top ten, and Max also made a return. Conversely, Peacock dropped to 11th place.
Demographic Trends Reveal Diverse Preferences
The Strategic Counsel’s survey also shed light on how viewing preferences vary across different demographics.
* Younger Viewers (18-34): For the ninth consecutive year, Netflix held the top spot among 18-34 year olds. Prime Video followed, with Hulu, ABC, and Max completing the top five in this coveted demographic. This segment clearly favors streaming services.
* African American Audiences: In a notable shift, ABC surpassed Netflix to become the leading “Must Keep TV” brand for African American viewers.
* Latin Audiences: Netflix led among Latin audiences, with Prime Video securing the second position.
The Rise of FAST and Cable Staples
Beyond subscription services, the landscape includes the growing Free Ad-Supported Streaming TV (FAST) sector. Tubi was recognized as the top FAST brand, indicating a rising consumer interest in free content alternatives. ESPN maintained its status as the premier cable channel, showcasing the continued importance of sports in the TV bundle. Fox News Channel also held its ground as the leading cable network.
Implications for the Future of TV
The consistent performance of Netflix, alongside the resilience of broadcast and the emergence of FAST services, paints a complex picture of the modern media consumption. Consumers are clearly curating their viewing habits, balancing a desire for premium, on-demand content with cost-consciousness. The “Must Keep TV” rankings serve as a critical barometer, illustrating which brands are essential to American households in an era defined by endless choices in both movies and live television news. As the streaming wars continue to trend, consumer loyalty remains the ultimate prize, and Netflix has, for now, successfully defended its stronghold.
