Why Is Streaming Viewership So High in the Fall? It’s Not Just Sports

As leaves fall from trees, streaming viewership sees a surge in the fall months, but sports aren't the sole factor behind the uptick in ratings. Football, particularly the NFL, plays a significant role. The NFL is the leading signup-driving title on both Prime Video and Netflix from September to December 2025, according to Antenna's "The New, New Fall Season" study.

This surge in signups resulted in a 60% rise in daily signups above the previous offseason. Streamers have capitalized on this by launching new shows during the fall season, mirroring network TV's traditional fall. "The fall has become the time to drive new subscriber additions to each of these streaming services," said Antenna president Rameez Tase.

The fragmented streaming landscape means that debuting a new series during a high subscriber period can make a significant difference in a show's success. As more games migrate to streaming platforms, streamers will likely continue to position tentpole offerings anchored by football to drive subscriber growth. CBS' "Tracker," which premiered following the 2024 Super Bowl, and NBCUniversal's "The Burbs" during the Super Bowl crowd are examples of successful shows that utilized the fall surge strategy.

Additionally, summer blockbusters that transition to streaming platforms within months of their theatrical releases, such as "Toy Story 5," have contributed to increased streaming subscriptions. Hulu, Disney+, and Peacock experienced their heaviest subscriber acquisitions during fall 2025, with seven out of eight premium SVOD services recording their highest number of new subscribers during the season.