The holiday season is no longer just about glittering decorations, family dinners, or carolers echoing through the streets—it has become the ultimate battlefield for streaming giants.
December is when platforms unleash their most anticipated titles, hoping to lock viewers in with addictive binge sessions and heart-tugging emotional arcs. This year, Netflix has once again emerged
as the frontrunner in the so-called Holiday Streaming Wars, thanks to two distinct yet equally powerful offerings: the edge-of-your-seat thriller Carry-On and the ever-beloved small-town drama Virgin River.
But how exactly did one new release rocket to the top of global charts while an established fan favorite managed to maintain its stronghold amid an avalanche of festive programming? Let’s break down Netflix’s winning formula this season.
Gone are the days when families waited patiently for cable networks to air their annual Christmas specials. Now, streaming platforms dictate holiday traditions, with millions of households gathering around Netflix, Hulu, Disney+, and Amazon Prime to decide their December entertainment.
Every platform wants the same prize: dominance in both subscriptions and cultural conversation. To win, they don’t just rely on holiday fluff; they curate lineups designed to capture a wide spectrum of tastes—romantics, thrill-seekers, families, and casual binge-watchers.
Netflix has arguably perfected this strategy. With its global scale, deep library, and aggressive release cadence, the platform positions itself as the one-stop shop for holiday viewing. But this year, its holiday coup was especially impressive.
Netflix’s Strategy for Seasonal Domination
If there’s one thing Netflix understands, it’s timing. The company strategically releases contrasting titles in December: one blockbuster thriller for audiences hungry for intensity and one cozy drama to appeal to those craving warmth.
This year’s formula has worked to perfection. Carry-On satisfied viewers longing for adrenaline-fueled tension, while Virgin River continued to soothe hearts with its romance, resilience, and charm.
Together, these titles gave Netflix what rivals couldn’t deliver—balance.
Carry-On: The Dark Horse of the Holidays
Every holiday season has its surprise breakout hit, and 2025’s is undeniably Carry-On. This taut thriller, packed with action, suspense, and shocking turns, managed to outpace even Netflix’s heavily marketed festive originals.
Why It Worked
Holiday audiences don’t all want mistletoe and hot cocoa. Many seek escapism in the form of danger, mystery, and high stakes. Carry-On delivered that jolt of energy—a stark contrast to the sugar-coated offerings dominating the season. Its gritty tone and tense pacing reminded viewers that December doesn’t have to be all warm and fuzzy.
The Plot That Hooked Millions
Without revealing spoilers, Carry-On places its protagonist in a claustrophobic, high-risk situation where every decision could spell disaster. The story unfolds with relentless tension, pulling viewers into a world where trust is fragile and survival uncertain. It’s not your standard holiday cheer—but that’s exactly why it worked.
Star Power and Marketing Muscle
Casting was key. Netflix leaned into recognizable talent that immediately drew attention, pairing strong performances with an ambitious global marketing blitz. Teasers, viral clips, and perfectly timed releases across regions ensured Carry-On wasn’t just a film—it was an event.
Virgin River: Netflix’s Evergreen Favorite
If Carry-On was the fireworks, Virgin River was the emotional anchor. While thrillers often dominate for a few weeks before fading, Virgin River has proven itself as one of Netflix’s most resilient titles. And during the holiday season, its appeal only intensifies.
Why It Still Works
The secret to Virgin River’s success is simple: it feels like home. With its picturesque small-town setting, heartfelt romances, and relatable struggles, it offers the kind of comfort audiences crave at the end of a long year. In a world filled with fleeting content, Virgin River thrives on consistency.
A Rare Streaming Phenomenon
Many shows skyrocket to fame only to fade within months. Virgin River, however, has stayed firmly in the cultural zeitgeist season after season. That kind of staying power is rare in streaming—and it’s precisely why Netflix keeps investing in it.
Emotional Loyalty
Fans of Virgin River don’t just tune in casually; they invest deeply in the characters’ lives. Whether it’s Mel and Jack’s ongoing love story, Hope’s resilience, or Doc’s struggles, viewers treat these arcs as personal journeys. That emotional investment ensures that no matter what flashy new title arrives, Virgin River refuses to lose ground.
Rivals Struggle to Keep Up
Of course, Netflix isn’t playing alone. Hulu, Disney+, and Amazon Prime all released their own holiday content, banking on festive romances, family-friendly specials, and nostalgic throwbacks. But none managed to dethrone Netflix’s dynamic duo.
The reason is simple: competitors leaned too heavily into holiday-specific programming, while Netflix cast a wider net. By pairing Carry-On’s heart-pounding suspense with Virgin River’s warm embrace, Netflix catered to both ends of the December audience spectrum.
