๐บ๐ธ Americans Spend 60% of Time on Streaming Services
According to a Samba TV report, streaming services have become the primary method of TV consumption in the US for the first time, accounting for 60% of all screen time.
Total streaming viewing time grew by 46% year-on-year. When shows are available on both platforms, 67% of viewers choose streaming (for major 2025 premieres, this figure is over 90%).
More than half of subscribers now choose ad-supported plans. Prime Video leads (up to 78%), allowing households to manage an average of 3.2 subscriptions.
Live sports events (Prime Video, Netflix, Apple TV) are becoming the new battleground. Owning film rights pays off: streaming releases provide an average of 8 times greater reach than VoD.
Netflix leads in content volume, while Apple TV and HBO Max lead in prestigious content. Disney+ is winning among diverse households.
The CEO of Samba TV noted that “the rules of television are being rewritten,” and future leaders will use data and AI to understand viewers.
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