Leading Brands in Film & Television: Q1 2025 Analysis

As the Film & Television category in the United States continues to thrive, several brands have established themselves as leaders with impressive digital footprints. This article delves into the performance of three such brands—IMDb, Netflix, Inc., and Paramount Plus—between Q4 2024 and Q1 2025. Using comprehensive data from Sensor Tower, we explore their audience trends, app engagement, and advertising strategies across platforms.

IMDb

IMDb's digital presence is prominent, with its website, imdb.com, and the IMDb: Movies & TV Shows app.

• Audience Trends: The website maintained stable visits, hovering between 313M and 395M monthly. Unique visits remained consistently above 47M. Monthly true audience figures stayed above 50M, indicating a solid user base.

• App Engagement: The app's monthly active users showed a steady increase, reaching approximately 7.3M by March 2025.

• Ad Spend & Channels: IMDb's monthly advertising spend saw significant fluctuations, with a notable spike in February 2025, surpassing $240K, primarily driven by Instagram and TikTok.

Netflix, Inc.

Netflix's digital ecosystem is robust, featuring netflix.com and the Netflix app.

• Audience Trends: Website visits peaked in December 2024 at over 1.4B. Monthly true audience figures remained strong, averaging around 75M.

• App Engagement: The app consistently engaged over 52M monthly active users, showcasing a stable user base.

• Ad Spend & Channels: Netflix maintained high monthly ad spend, with peaks in December 2024, exceeding $21M. OTT channels contributed significantly to impressions, illustrating the importance of OTT services in their strategy.

Paramount Plus

Paramount Plus leverages its websites, cbs.com and paramountplus.com, alongside the Paramount+ app.

• Audience Trends: Paramount Plus saw a surge in web visits, particularly in March 2025, reaching over 342M. Monthly true audience figures remained above 26M.

• App Engagement: The app maintained a consistent user base, exceeding 17M monthly active users.

• Ad Spend & Channels: Paramount Plus exhibited significant advertising activity, with February 2025 spending surpassing $20M. Facebook and OTT channels were key contributors to their reach.

Conclusion

The Film & Television category in the US is dynamic, with IMDb, Netflix, Inc., and Paramount Plus leading the charge. Sensor Tower's unparalleled data offerings, including Web Insights and Pathmatics, provide essential insights into these brands' strategies and audience engagement. As digital consumption patterns evolve, these insights are crucial for understanding the competitive landscape and consumer behavior across platforms. These metrics not only highlight the brands' strategic strengths but also the invaluable role Sensor Tower plays in empowering decision-makers with actionable intelligence.