Every quarter, the Top 20 rankings are more than a scoreboard. They’re a cipher for what’s capturing attention, how platforms are adapting, and where culture is shifting next. If Q1 felt like audiences testing the waters—sampling originals, revisiting older IP, and leaning into timely stories—Q2 showed us what is sticking around in 2025. The picture is growing clear: dramas remain the anchor of streaming content, comedies and unscripted continue to prove their punch, and films with the right timing and cultural momentum can become breakout wins.
At BENlabs, we curate the Top 20 rankings using Nielsen data, tracking peak monthly viewership across platforms. Titles must have premiered in late 2024 or 2025 to qualify. Here’s what Q2 revealed when we cracked the code.
The Power Mix: Drama Anchors, Comedy and Unscripted Amplify, Originals Drive Momentum
Dramas once again dominated the charts, with 72 Top 20 placements across platforms—up from 63 in Q1. BENlabs-integrated dramas delivered 183M impressions in Q2, underlining why they remain streaming’s cultural backbone: high-stakes, emotionally charged narratives continue to tap into audiences and provide high reach across all streaming platforms.
Yet Q2 also reinforced that comedy and unscripted are not just “supporting acts.” Despite fewer overall titles, comedy generated more than 100M impressions for BENlabs-integrated content, proving that the right laughs paired with the right integrations can rival drama’s scale. Unscripted series, powered by true-crime and real-world stories, gained two coveted slots in the Top 20s with Deadly American Marriage and Trainwreck Poopcruise captivating audiences. The takeaway: audiences have not cooled on true stories—they remain highly engaged, particularly when the subject matter is timely or deeply human.
Layered onto this genre mix is the originals vs. acquisitions dynamic. Originals drove 53% more impressions than acquisitions in Q2, underscoring their role as the cultural spark that captures attention and drives conversation. Acquisitions, meanwhile, amplified momentum by extending reach and keeping audiences engaged long after premieres.
For marketers, the lesson is clear: dramas are the must-have foundation for scale, comedy and unscripted amplify reach and relatability, and the smartest strategies blend originals’ cultural energy with acquisitions’ long-tail familiarity.
Streaming Standouts: The Films That Made an Impact
If Q1’s lesson was that a theatrical flop (Kraven the Hunter) can rebound on streaming, Q2 doubled down—showing how timing, franchise loyalty, and cultural truth can transform films into streaming phenomena.
Perfect Timing: Nonnas Leans Into Love and Lands in the Top 10
A modest indie became a Netflix darling. Nonnas, inspired by Joe Scaravella’s Staten Island restaurant Enoteca Maria, hit No. 1 around Mother’s Day and lingered in the charts for weeks. Its universal themes of family, food, and love resonated across demographics. Smart timing around a cultural ritual turned a feel-good story into a cultural moment.
All Accounted For: The Accountant 2 Hits Its Mark at #2
The long-awaited sequel exceeded expectations. After a strong theatrical run, it exploded on Prime Video, driving not only massive first-week numbers but also renewed viewership of the original film. Franchises deliver multiplier effects—integrations ride the halo of both the new release and its predecessors, giving brands extended relevance.
One of Them Days: Tapping Into the Feels
Keke Palmer and SZA’s chemistry, coupled with timely social themes, powered One of Them Days into Netflix’s Top 20. The film’s authentic resonance with Gen Z and Millennial audiences illustrates how content grounded in lived experiences can be a powerful platform for authentic integrations.
Platform Watch: Who’s Gaining, Who’s Stalling
Paramount+: The Quiet Contender
Two consistent Top 20 entries this quarter prove that Paramount+ is building credibility. By balancing originals with a strong library, it’s becoming a reliable destination—and a promising environment for brand integrations.
Peacock: The “Less is More” Approach
Leaning on catalog depth, Peacock continues to deliver steady engagement. While originals remain important for growth, its strong IP library provides consistency, making it a viable player for brands seeking efficient impressions.
Disney+: Honeymoon Over?
Q1 hinted at fatigue, and Q2 confirmed it. With Hulu now folded into the Disney+ app and significant overlap between the two libraries, questions are mounting about Disney+’s ability to keep pace. Its Q2 Top 20 included promotional “special looks” rather than full titles. Without fresh, must-watch series, its once-inevitable dominance looks vulnerable.
For marketers, Disney+’s tentpole IPs like The Mandalorian and Loki remain powerful, but Q2 highlights the importance of diversifying beyond a single platform. The biggest wins come from reading cultural signals across the full streaming ecosystem—a space where BENlabs helps brands stay ahead.
Cracking the Code: BENlabs Clients Capitalized on Q2
Q2 reinforced many of the signals we saw in Q1 while also pushing the streaming conversation forward in new ways. BENlabs remained a strong presence across the Top 20 rankings, underscoring the consistency of our integration strategy:
- All-Platform Top 20: Integrations appeared in 10 of 20 titles.
- Platform-Specific Top 20s: Integrations featured in 84 of 160 titles (52.5%), consistent with Q1.
- Impressions: BENlabs placements delivered 392M impressions across Q2.
- Performance Lift: Across both quarters, BENlabs-integrated titles averaged 4.66M impressions per title versus 4.38M for non-integrated content—a 6% lift.
Beyond the numbers, Q2 confirmed that the biggest streaming wins weren’t necessarily the loudest—they were the most resonant. Audiences rallied around stories that aligned with cultural rituals, revitalized familiar IP, and reflected lived experiences in authentic ways.
For marketers, the roadmap is clear:
- Dramas remain the backbone, while comedy and unscripted amplify reach.
- Originals drive cultural energy, while acquisitions extend it.
- Timing and franchise loyalty transform content into cultural events.
- Platform dynamics are shifting, creating fresh opportunities beyond the biggest players.
The takeaway: the most effective integrations don’t just chase popularity—they anticipate cultural relevance. The Top 20s aren’t simply a leaderboard, they’re a cultural map. With BENlabs’ proprietary tools, marketers can read those signals early, align with the right content, and tap into the conversations that matter most.
At BENlabs, we help marketers not just show up, but show up meaningfully—embedding them in the stories audiences don’t just watch, but live in. That’s how entertainment becomes impact.
This article was written by Rachel Econ, Content Curation Manager at BENlabs.
