Video Streaming Statistics 2026

However, while time spent with each Gauge category declined between July and August, cable and streaming still managed to gain share, capturing 18.9% and 49.6% of television, respectively.

Streaming viewership captured 47.5% of television in December 2025, eclipsing its previous record set in July 2025 to achieve the largest share of TV ever reported in Nielsen

Meanwhile, streaming levels overall on Christmas Day swelled to an unprecedented 54% of daily TV usage, the largest single-day share of TV ever recorded by the category.

Streaming’s dominance in December was further evidenced by the fact that the category exceeded 50% of daily TV usage twice, having occurred for the first time ever on Saturday, December 13 when streaming represented 50.4% of TV.

YouTube bucked the monthly downturn to capture a platform-record 15.8% of TV as monthly viewing climbed 6%, keeping the streamer in the lead in Nielsen’s Media Distributor Gauge.

Netflix moved up to No. 3 with 7.7% of TV, narrowly outpacing NBCU+Versant* by a margin of 0.03 share points.

Nielsen’s streaming insights for 2025 also revealed that audiences spent an estimated 16.7 trillion minutes streaming in 2025

This is about an 19% increase in time spent streaming compared to 2024 , which totaled nearly 14 trillion minutes.

Over 1 billion hours of YouTube content are watched on smart TVs daily.

With over 325M paid memberships, we’re now serving an audience approaching one billion people globally.

As of September 27, 2025, the estimated number of paid Disney+ subscribers, based on internal management reports, was approximately 132 million.

As of September 27, 2025, the estimated number of paid Hulu subscribers, based on internal management reports, was approximately 64 million.

As of December 31, 2025, we had 131.6 million Streaming subscribers

the addition of 14.7 million global subscribers to our Streaming products

Tubi ( www.tubi.tv ), Fox Corporation’s (NASDAQ: FOXA, FOX) free streaming service which recently surpassed 110 million monthly active users

Over the last 12 months, viewers streamed over 13 billion hours on Tubi, including a record 3.4 billion hours in the fourth quarter.

Most Americans (83%) say they watch streaming services, with Netflix and Amazon Prime Video being especially common.

Far fewer – 36% – say they currently subscribe to cable or satellite TV at home, according to a new Pew Research Center survey.

Another 55% watch streaming but do not also have a cable or satellite subscription.

Still, 28% of Americans both subscribe to cable or satellite TV and watch streaming services.

90% – US households that have a paid subscription video on demand (SVOD) service (and an average of four services)

Indeed, while the average number of paid SVOD services has remained the same, at four per subscribing household, the overall cost subscribers surveyed say they pay has gone up 13% in the past year, from an average of $61 per month to $69.

We found that 49% of consumers surveyed currently have a cable or satellite TV subscription, down from 63% three years ago.

Parks Associates' latest consumer research: 91% of US internet households subscribe to streaming services, 71% have a smart TV, and 44% have a streaming media player.

New research from Parks Associates finds the US streaming market has 275 subscription video-on-demand (SVOD) services, 141 advertising-based video-on-demand (AVOD) services, and 60 FAST platforms

Antenna estimates 35% of US SVOD consumers have now transacted with a Specialty SVOD service, up from 26% two years ago

Antenna observed 36.8M Gross Additions to Premium SVOD services in Q3’26. Cancels reached -38.5M for the quarter, resulting in negative net growth for the category.

Q3’s -1.7M loss in subscription growth for Premium SVOD represents the first quarterly net loss since Q3’25.

Churn for Premium SVOD showed signs of stabilization, as the Weighted Average Churn Rate for the category hit a steady 4.6% , a significant improvement from previous volatility.

Antenna estimates that total Subscribers grew +7% in 2025, down from 12% in 2024.

Compounding this, 60% of all consumers who sign up for a Premium SVOD service cancel within their first year.

Looking at the survival rate of Sign-ups during 2024, the Disney+, Hulu, HBO Max bundle led all plans with a 59% 12-Month Survival Rate, +4pts above Netflix standalone and an average of +28pts above its component services.

41% – Consumers who have cancelled an SVOD service (churned) in the last six months

22% – Consumers who have churned and then returned to the same SVOD service in the last six months

Respondents say that a price hike of $5 would make the majority (60%) of them likely to cancel their favorite SVOD service.

We find 26% of streaming users say they use the password to a streaming service from someone outside their household.

For services that offer ad plans, those plans account for 48% of current Subscribers, 59% of Gross Additions in Q1'26, and 78% of Net Additions over the past 9 quarters.

Excluding promotions and other non-standard pricing, overall, Antenna estimates the Average Price Paid for ad-free subscriptions in 2024 increased 4.4% YoY from $13.29 to $13.88 .

And while ad-supported tiers generate additional revenue, the average price paid for these plans has also risen 15.7% YoY from $6.54 to $7.57 .

More than half of SVOD subscribers (54%) surveyed say that at least one of the services they pay for is ad-supported, a number that’s increased by eight percentage points since our 2024 report (figure 5).

At the end of the second quarter, approximately 40% of global HBO Max subscribers were on the ad-supported tier, an 11% increase year-over-year.

Ad revenue rose more than 2.5x to over $1.5B.

we currently expect 2026 ad revenue of ~$2.7B vs. approximately $3B previously

As of December 31, 2025, pricing on our paid plans ranged from the U.S. dollar equivalent of $1 to $37 per month

From a category perspective, streaming captured a record-high 46.6% share of ad-supported TV

The report shows that Share of Ad Exposure is highest among broadcast platforms (43.2%) followed by cable (34.5%) and finally streaming (22.3%).

Barb, the industry’s standard for understanding what people watch, has released data from its Establishment Survey showing that 20.7m UK homes (69.7%) had access to a subscription video-on-demand (SVOD) service in Q2 2026.

Netflix: 18.0m UK homes (60.4%) had access to Netflix in Q2 2026, down slightly from 18.1m in Q1 2026.

In Q2 2026, 41% of Netflix homes were on its ad tier (an increase from 40% in the previous quarter): 7.3m UK homes (24.6%), up from 7.2m.

Amazon Prime Video: 13.6m UK homes (45.9%) had access to Amazon Prime Video in Q2 2026, down slightly from 13.7m in Q1 2026.

Due to a different approach to moving homes to its ad tier, in Q2 2026, 89% of Amazon Prime Video homes were on its ad tier, up slightly from the previous quarter: 12.1m UK homes (40.6%), up from 12.0m.

Disney+: 8.9m UK homes (29.9%) had access to Disney+ in Q2 2026, up significantly from 7.8m in Q1 2026.

Tubi is seeing strong international momentum with the UK already posting more than 50% year-over-year growth in total viewing time and monthly viewers, alongside sustained double digit growth in Canada and Australia.