TV streaming has become a major part of television-screen use in the United States. The figures below distinguish measured viewing from survey responses, company estimates and stated intentions, while keeping periods, populations and geography explicit.
Key TV Streaming Statistics
The most useful headline figures are:
- Streaming represented 40.3% of U.S. TV usage in June 2024, measured on television screens by Nielsen.
- Streaming represented 41.4% of U.S. TV viewing in July 2024, a record at that time in Nielsen’s monthly measure.
- Streaming represented 44.3% of U.S. TV viewing in April 2025, compared with 45.3% combined for broadcast and cable.
- Streaming usage was 15% higher in April 2025 than in April 2024 in Nielsen’s U.S. TV-screen comparison.
- YouTube represented 10.4% of total U.S. TV usage in July 2024, becoming the first streaming platform to exceed 10% in The Gauge.
- Netflix represented 8.4% of U.S. TV usage in June 2024, based on TV-screen viewing rather than global membership.
- Ninety percent of U.S. consumers aged 14 and older surveyed in March 2025 had at least one paid SVOD service in the home.
- Surveyed U.S. subscribing households paid for an average of four SVOD services in 2025.
- U.S. surveyed Gen Z and millennial households averaged five paid SVOD services in 2025.
- Forty-nine percent of surveyed U.S. consumers had cable or satellite in 2025, down from 63% three years earlier.
- Average monthly SVOD spending rose from $61 in 2024 to $69 in 2025 among surveyed subscribing households.
- The approximate average monthly price was $16 for a premium ad-free SVOD service in March 2025, according to Deloitte’s market comparison.
- The approximate average monthly price was $9 for an ad-supported SVOD tier in March 2025.
- A $5 monthly price increase would make 60% of surveyed U.S. consumers likely to cancel their favorite service, according to a March 2025 scenario question.
- More than half of surveyed U.S. Gen Z and millennial respondents cancelled at least one paid SVOD service in the six months before March 2025.
- Bridgerton generated 9.3 billion U.S. viewing minutes in June 2024 across Netflix’s reported streaming audience.
- All 10 titles in Nielsen’s July 2024 Streaming Top 10 exceeded 1 billion viewing minutes.
- Netflix reported about two hours of viewing per paid membership per day globally during the first three quarters of 2024.
Contents
- TV streaming share and growth
- Platforms and distributors
- Adoption, subscriptions and household reach
- Costs, pricing and ad-supported tiers
- Churn, cancellation and perceived value
- Viewing minutes and audience behavior
TV Streaming Share and Growth Statistics
Nielsen’s The Gauge measures time spent with content on a television screen. Its streaming category is therefore not a measure of every video view on phones, computers or tablets, and its platform shares indicate where TV-screen viewing occurred.
In June 2024, streaming accounted for 40.3% of total U.S. TV usage, the highest single-category share then reported by Nielsen. Streaming viewing increased 6% from May to June, while its share gained 1.5 percentage points; total TV usage rose 2.1% month over month and was 1.3% above June 2023. Nielsen, June 2024
July 2024 brought another high point: streaming reached 41.4% of U.S. TV viewing. Total TV usage rose 2.3% from June to July and 3.5% from July 2023 to July 2024, although the monthly interval included only the first three days of the Paris Olympics. Nielsen, July 2024
The April 2025 measurement shows the longer direction of change:
- Streaming represented 44.3% of total U.S. TV viewing, versus 45.3% combined for broadcast and cable.
- Compared with April 2024, streaming usage was 15% higher and its share of TV viewing was up 5.9 percentage points.
- In the same year-over-year comparison, broadcast usage fell 7% and cable usage fell 16%.
- Nielsen reported that streaming’s share in May 2025 was 71% higher than in May 2021; this is relative growth across the four-year series, not a 71-point share increase.
These comparisons cover Nielsen’s broadcast-calendar interval from March 31 through April 28, 2025. They describe TV-screen usage and should not be read as total video consumption across every device. Nielsen, April 2025
TV Streaming Platform and Distributor Statistics
The June 2024 platform snapshot shows how viewing was distributed within the streaming category and across the full TV-usage denominator:
| Platform | Share or change | Period and measure |
|---|---|---|
| YouTube | 9.9% | June 2024, total U.S. TV usage |
| Netflix | 8.4% | June 2024, total U.S. TV usage |
| Tubi | 2.0% | June 2024, total U.S. TV usage |
| Netflix | +11.8% | May–June 2024, TV-screen viewing |
| Disney+ | +14.8% | May–June 2024, TV-screen viewing |
| Max | +11.0% | May–June 2024, TV-screen viewing |
The platform percentages are not subscription shares. Netflix’s 8.4%, for example, is U.S. TV-screen viewing credited to Netflix, not its global membership share. Nielsen, June 2024
In July 2024, YouTube reached 10.4% of total U.S. TV usage and became the first streaming platform to exceed 10% in The Gauge. YouTube viewing rose 7% from June to July, while Amazon Prime Video reached 3.4% of TV usage, its best result since November 2023, after viewing rose 12%.
Peacock viewing rose 33% in the same month, but the comparison included only three days of Olympic coverage. Nielsen, July 2024
The April 2025 report recorded The Roku Channel at 2.4% of total U.S. TV viewing, with viewing 67% higher than in April 2024. A different Nielsen view, the Media Distributor Gauge, aggregates viewing across broadcast, cable and streaming properties: Disney had 11.5% of total TV viewing in April 2024, YouTube ranked second with 9.6%, and Netflix ranked sixth with 7.6%.
Forty-two percent of Disney’s 11.5% distributor share came from Disney+ and Hulu, meaning 42% of Disney’s distributor share rather than 42% of all U.S. TV viewing. Nielsen, April 2025 and Nielsen, Media Distributor Gauge
TV Streaming Adoption, Subscriptions and Household Reach
Deloitte’s March 2025 Digital Media Trends report surveyed a Census-representative cohort of U.S. consumers aged 14 and older. These figures are self-reported survey results, not a census of households.
- 90% of surveyed consumers had at least one paid SVOD service in the home.
- Surveyed subscribing households paid for an average of four SVOD services.
- Gen Z and millennials averaged five paid SVOD services.
- Live-streaming TV services were used by about 40% of surveyed households in each of the two years before the report, with growth described as stagnant.
- Cable or satellite subscriptions were reported by 49% of surveyed consumers in 2025, down from 63% three years earlier.
- More than two-thirds of younger generations surveyed subscribed to a free, ad-supported TV service.
The service count measures paid SVOD services in a subscribing household, while live-streaming TV and free ad-supported services use their own survey definitions. The figures therefore show several forms of reach rather than one unified subscriber total. Deloitte, 2025 Digital Media Trends
TV Streaming Costs, Pricing and Ad-Supported Tiers
Streaming adoption is paired with rising reported household spending and a growing role for lower-priced advertising tiers. Deloitte’s figures describe surveyed averages, approximate market prices and perceived acceptable prices, which are different kinds of measures.
| Measure | Result | Population or definition |
|---|---|---|
| Average SVOD spending | $61 to $69 monthly | Surveyed subscribing households, 2024–2025 |
| Premium ad-free service | About $16 monthly | Approximate 2025 market average |
| Ad-supported SVOD tier | About $9 monthly | Approximate 2025 market average |
| Favorite ad-free service: “right” price | $14 monthly | Surveyed SVOD consumers |
| Favorite ad-supported tier: “right” price | $10 monthly | Surveyed consumers, with eight ad minutes per hour |
| Favorite ad-free service: “too expensive” | $25 monthly | Surveyed SVOD consumers |
Average monthly SVOD spending rose 13%, from $61 in 2024 to $69 in 2025. The ad-free and ad-supported amounts are approximate market averages, while the $14, $10 and $25 figures are stated price perceptions rather than observed transactions. Deloitte, 2025 Digital Media Trends
Ad-supported SVOD adoption differed by generation among surveyed SVOD subscribers: 42% for Gen Z, 56% for millennials, 58% for Gen X, 58% for boomers and 54% for matures. From 2024 to 2025, adoption rose 3 percentage points for Gen Z, 6 for millennials, 6 for Gen X, 16 for boomers and 30 for matures; the changes compare survey waves and can reflect sample composition as well as behavior.
For a broad cost comparison, surveyed cable and satellite subscribers paid about $125 per month, compared with $69 for four streaming services combined. The figures are reported averages for unlike bundles, so they should not be treated as a controlled price index. Deloitte, 2025 Digital Media Trends
TV Streaming Churn, Cancellation and Perceived Value
Deloitte’s churn-related figures mostly measure survey responses, scenarios or intentions rather than provider-reported cancellation records.
- More than 50% of surveyed Gen Z and millennial respondents cancelled at least one paid SVOD service in the six months before March 2025.
- A hypothetical $5 monthly price increase would make 60% of surveyed consumers likely to cancel their favorite service.
- Among surveyed cable subscribers, 23% of Gen Z and 18% of millennial respondents planned to cancel within 12 months.
- 8% of surveyed boomer cable subscribers planned to cancel within 12 months.
Among cable and satellite subscribers, the leading stated reasons for retaining pay TV were live news at 43% and sports at 41%. Respondents could select multiple reasons, so these are motivations rather than exclusive categories. Deloitte, 2025 Digital Media Trends
The measures point to a value equation shaped by price, programming and habit. They do not establish actual future churn, and the cable-cancellation intentions concern cable subscribers rather than streaming subscribers.
TV Streaming Viewing Minutes and Audience Behavior
Program-level minutes show the scale of individual hits, but Nielsen’s title totals are audience estimates and are not equivalent to unique viewers.
| Title or list | Viewing result | Period and scope |
|---|---|---|
| Bridgerton | 9.3 billion minutes | June 2024, U.S. streaming audience |
| Your Honor | 7.5 billion minutes | June 2024, Netflix and Paramount+ |
| House of the Dragon | 4.7 billion minutes | July 2024, U.S. streaming audience |
| Streaming Top 10 | All 10 titles above 1 billion minutes | July 2024, U.S. list |
| Fallout | More than 7 billion minutes | April 2024, top streaming title |
Bridgerton’s 9.3 billion minutes and Your Honor’s 7.5 billion minutes were reported for June 2024. In July, all 10 titles in Nielsen’s Streaming Top 10 exceeded 1 billion minutes, while House of the Dragon reached 4.7 billion minutes. Nielsen, June 2024 and Nielsen, July 2024
Fallout generated more than 7 billion minutes in April 2024 and was that month’s top streaming title. Young Sheldon earned 6 billion minutes in May 2024 across broadcast, cable and streaming, split almost exactly in half between traditional linear channels and streaming platforms; its series finale drew 11.74 million live-plus-seven-day viewers.
These Young Sheldon figures are cross-platform comparisons, not streaming-only totals. Nielsen, Media Distributor Gauge
Netflix reported around two hours of viewing per day per paid membership on average during the first three quarters of 2024. This is a global, company-reported engagement estimate per paid membership, not unique-person viewing and not TV-screen-only viewing. Netflix Q3 2024 Shareholder Letter
Broadcast events remain useful comparison points even inside a streaming-focused market. The Men’s NCAA Basketball Championship game drew 18.3 million U.S. viewers on CBS in April 2025, while The Masters finale drew 13 million, up 36% from 2024; both are broadcast audiences rather than streaming metrics. Nielsen, April 2025