Key stat: US households spent an average of 3.5 hours a day on Netflix in June 2026, up from 3.1 hours in March and ahead of every rival service, according to a June survey from Comscore.

Beyond the chart:

• That household lead sits on top of a slower growth story. Netflix viewing hours rose just 2% YoY in Q2 2026, and Bloomberg reported that viewership for Netflix original series drops off sharply after the first season.
• Meanwhile, those long household sessions are exactly what makes premium streaming worth the CPM. Co-viewing runs 33% stronger on premium video platforms than on YouTube, and premium sessions last 49% longer, which makes them 18% more likely to convert viewing time into attentive minutes, according to the Video Advertising Bureau and TVision.

Use this chart: Drop this in your CTV planning deck when you defend Netflix ad spend on engagement, not just reach. Show the March-to-June columns to make the case that household attention is consolidating, and use the gaps to rank which services earn your next dollar.

Related EMARKETER reports:

• US Ad Spending vs. Time Spent 2026 (EMARKETER subscription required)
• US TV and CTV Ad Spending Benchmarks: Q3 2026 (EMARKETER subscription required)