Key stat: Streaming accounts for almost half (45.3%) of total US time spent with ad-supported TV, according to a July report from Nielsen.

Beyond the chart:

• YouTube dominates streaming, making up 13.4% of US time spent with streaming TV, according to July data from Nielsen. Netflix is the second-highest streamer, making up 8.8% of time spent.
• A third of US adults spend one to two hours a day streaming TV, according to April data from Attest.

Use this chart: Marketers can use this chart as justification to prioritize CTV platforms in their media mix, especially for campaigns targeting younger, digital-first audiences. Media planners should reevaluate linear TV investments and shift toward platforms like YouTube, Hulu, and FAST services that dominate the streaming ad space.

Related EMARKETER reports:

• US Time Spent With Sub OTT Streaming 2025 (EMARKETER subscription required)
• Gen Z Technology and Media Preferences 2025 (EMARKETER subscription required)