The streaming world rang in 2025 with a bang, as our favorite services kicked off the year with aggressive plays, unexpected shake-ups, and a few bold bets. From price hikes to high-stakes partnerships, January was all about making moves that would keep audiences engaged – and paying. But with so much happening, one question stands: who truly took the top spot? For the full breakdown – plus plenty of industry shifts we haven’t covered here – check out the January US Merchandiser of the Month report.
Netflix started the year with a mix of big wins and familiar friction. A late-2024 subscriber surge fueled by major hits and live sports gave this streamer momentum heading into the new year. But that growth came with a catch – price hikes across multiple regions. While Netflix has never shied away from charging more, the real question is whether audiences will keep up or start looking elsewhere.
Meanwhile, Tubi wasted no time making an impact, putting sports streaming front and center. The ad-supported service went all-in on Super Bowl LIX, securing a high-visibility Google TV promotion that made sure football fans knew they could stream the game live, free, and in 4K. But Tubi didn’t stop at one major event – it doubled down, expanding its presence with Fox Sports programming and securing premium placements to keep the momentum going.
But sports weren’t the only heavy hitters in January. The competition for digital prominence was fierce, with some titles dominating the conversation. One returning favorite took the top spot with an MPV™ score that soared above the rest, while a high-stakes drama on Peacock made a strong play for second. Not to be outdone, an unscripted hit secured a commanding position, proving that reality shows are anything but a second-tier contender. Want to see who led the pack? The full January US Merchandiser of the Month report has all the details.
January wasn’t without its challenges. Los Angeles wildfires delayed the announcement of this year’s Academy Award nominees, leading to a quieter-than-usual rollout. But once the nominations hit, platforms wasted no time making sure their contenders were in the spotlight. Sony TV championed Peacock’s The Wild Robot, while Google TV gave a major push to Max’s A Different Man. Foxtel in Australia took over an entire promotional row for Wicked, and Gladiator II made a commanding early presence on Paramount+, earning top placements on Vizio TV and Fire TV.
With subscription fatigue setting in, streaming services are experimenting with ways to keep audiences engaged – whether that means exclusive content, live sports, or new bundling strategies. Vizio made an interesting play in January, rolling out a STARZ & AMC+ bundle, giving audiences a more affordable way to access both services. And it’s not the only one testing the waters. Disney’s newly announced 70% stake in Fubo hints at an even bigger bundling shift, with live sports and traditional streaming coming together in new ways. Could this be the next phase of the streaming wars?
These are just a few of the headlines shaping the streaming space this month. With even more shake-ups, surprise hits, and strategic plays defining January, there’s plenty more to explore. For the full rankings and insights, top-performing Apps and titles, and every must-know moment, check out the January US Merchandiser of the Month report.
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