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Key stat: Over one-third (37.7%) of US consumers’ time spent with TV is with streaming services, per Nielsen. Cable is not far behind, with a 30.6% share of consumers’ TV time.
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Note: Starting Feb 2023, viewing that occurs through MVPD and vMVPD (virtual/multichannel video programming distributor) streaming apps (e.g., YouTube TV, Hulu Live, DirecTV, Charter/Spectrum), which primarily deliver live broadcast and cable programming, are no longer under the streaming category. Viewing to broadcast and cable content has always been reflected in the corresponding broadcast or cable category, including viewing that occurs via MVPD/vMVPD apps. Since May 2023, content streamed via a cable set-top box that is identified as a "streaming original" is credited to the appropriate streaming service, and by extension, the overall streaming category and is no longer in the "other" category.
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