Streaming usage is now 26% of all time spent on TV in the US

Nielsen this month revealed that streaming usage, in the US, across all television homes has climbed to 26% of all time spent on TV. Streaming and broadcast account for half of television time, with usage split evenly between the two channels.

According to Nielsen, the pandemic was the catalyst for streaming services.

“The past year has categorically shifted the television viewing landscape. Even as people begin to dive back into their pre-pandemic activities, based on the changes many made to enable streaming coupled with the variety of newly introduced services, we expect people to keep sampling and exploring their options. Maybe just as importantly, as production ramps back up, new content will enter the space, driving additional traction,” says Brian Fuhrer, SVP, Product Strategy at Nielsen.

Netflix and YouTube are the streaming platforms most used in the US, followed by Hulu, Prime Video, Disney+, and others.