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State of the Screens

Upstream Effects: Streaming Surges to 25% of US Media Consumption

By August 20, 2020November 15th, 2021No Comments

Streaming share of TV viewing according to Nielsen:
1) 
2018-Q3 – 10%
2) 
2019-Q4 – 19%
3) 
2020-Q2 – 25%

Average weekly streaming minutes (YoY growth):
1) 
2019-Q2 – 82
2) 
2020-Q2 – 143 (↑ 74%)

Video streaming share by platform:
1) 
Netflix – 34%
2) 
YouTube – 20%
3) 
Hulu – 11%
4) 
Amazon – 8%
5) 
Disney+ – 4%
6) 
Other – 22%

Average time spent w/ video (YoY growth) according to Nielsen:
1) 2018-Q2 – 5h 57m
2) 
2019-Q2 – 5h 46m (↓ 3%)
3) 2020-Q2 – 5h 56m ( 3%)

Average time spent w/ video by screen (% of total):
1) Live TV  –  4h 16m (72%)
2) OTT/Connected TV – 1h 6m (19%)
3) Smartphone  – 0h 17m (5%)
4) Desktop/Laptop  – 0h 10m (3%)
5) Tablet  – 0h 7m (1%)

Average time spent w/ media (YoY growth):
1) 2018-Q2 – 11h 6m
2) 
2019-Q2 – 11h 27m (↑ 3%)
3) 2020-Q2 – 11h 6m (↑ 8%)

Daily hours of usage by age group:
1) 
50–64 – 13h 58m
2) 
65+  – 13h 47m
3) 
35–49 – 12h 23m
4) 
18–34 – 9h 57m
5) 
18+  – 12h 21m

% change since 2010 in time spent with TV:
1) 
18–24 –  ↓ 69%
2) 
25–34   ↓ 68%
3) 
12–17 - ↓ 64%
4) 
2–11 - ↓ 53%
5) 
35–49  – ↓ 35%
6) 
2+  – ↓ 27%
7) 
50–64 - ↓ 10%
8) 
65+  – ↑ 3%

Michael Beach

Michael Beach

Michael Beach is the Chief Executive Officer of Cross Screen Media, a media analytics and software company that enables marketers to plan, activate, and measure CTV and linear TV at the local level. Michael is also the founder and editor of State of the Screens, a weekly newsletter focused on video advertising that is a must-read for thought leaders in the advertising industry. He has appeared in such publications as PBS Frontline, The Wall Street Journal, The New York Times, Axios, CNBC and Bloomberg, and on NPR’s Planet Money podcast.

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