In its latest forecast on time spent with media, eMarketer has broken out Peacock and Max for the first time. The report highlights that Peacock is the fastest-growing streaming video service in terms of time spent. Meanwhile, platforms like Disney+ and Hulu are expected to see a contraction in time spent due to their crackdown on password sharing.
Peacock
Peacock is expected to finish the year with robust double-digit growth of 15.0%, increasing the average time spent from 12.9 minutes to 14.9 minutes per day among adult users. This follows a 3.3% decline last year due to a loss of subscribers.
“This year, the platform has shown promise, kicking off with a strong start thanks to its exclusive NFL playoff coverage, which boosted signups and engagement. With the Paris Olympics on the horizon, NBC will once again provide exclusive coverage of the Summer Olympics, likely leading to further growth in time spent on the platform,” said an eMarketer analyst.
Furthermore, Peacock’s share among subscription OTT platforms is anticipated to rise from 3.1% to 4.3% by the end of the year.
Max
Max is also part of eMarketer’s latest forecast. The average daily time spent among adult users is estimated to be 16 minutes in 2024, reflecting a 0.6% increase from 15.9 minutes in 2023. Despite this, the platform is expected to experience flat growth over the next three years, averaging just 0.5% due to less competitive development compared to other major platforms.
“This growth is expected to be driven by the release of the second season of one of their biggest shows, House of Dragon, and possibly by an ad-tier push as the platform has recently announced a price hike for their ad-free plans, potentially encouraging users to downgrade to the ad-supported service to save cost,” added the analyst.
Looking ahead, the average time spent is expected to increase to 16.2 minutes by the end of 2026, with Max’s market share projected to rise to 5.0% from 4.8% this year.
Hulu
Hulu is forecasted to see a small increase in time spent among adult users this year, from 38 minutes per day to 38.4 minutes, a 0.9% rise. However, this comes amidst a projected decline in the number of Hulu viewers in 2024.
In terms of market share, Hulu’s share is expected to decrease from 15.9% to 14.7% by the end of 2024. Nevertheless, a potential rebound is anticipated in 2025, driven by the ad-supported tier and the recently launched Disney bundle.
“For just an additional $2 per month, existing subscribers can explore hit content from both Disney+ and ESPN+, including Pixar, Marvel, Star Wars, National Geographic, and top sports leagues like the NFL, UFC, and more. With more content available from shows and movies on Hulu and Disney+, along with live sports from ESPN+, we expect the average time spent among adult users to reach 39 minutes by the end of 2026,” the analyst noted.
Amazon Prime Video
Time spent per day on Amazon Prime Video among adult users is expected to grow 2.1%, from 21 to 22 minutes by the end of 2024. The small increase is mainly attributed to viewers opting for the ad-supported tier, which adds several seconds of ads to certain programs.
Our forecast now expects an increase in time spent on Prime Video in 2026, projecting a 2.3% increase from 22 minutes in 2025 to 22.3 minutes per day in 2026. This surge is likely due to the anticipated excitement surrounding new NBA deals, which could drive viewers to seek related content on the platform.
Disney+
Disney+ experienced a slight dip in viewership in 2023 and is expected to decline further this year as the platform cracks down on password sharing. With fewer new content releases generating buzz, the outlook for Disney+ appears less positive.
In terms of time spent among adult viewers, the forecast anticipates flat growth for Disney+ in 2024, with an increase of just 0.3% to 25 minutes. Consequently, Disney+’s share among sub-OTT platforms is projected to decrease from 7.4% in 2023 to 6.9% in 2024. The recent launch of the Disney Bundle is expected to have a greater impact on Hulu due to its larger subscriber base. Thus, Disney+’s growth is expected to remain sluggish, with a year-over-year increase of just 0.2%, bringing time spent to 25.2 minutes by the end of 2026.
YouTube
Despite being around for almost two decades, YouTube has shown resilience by continuously evolving with consumer trends. Known for its medium-length video content, YouTube has adapted to market demands with innovations like YouTube TV and YouTube Shorts. These platforms cater to both the on-demand market and vertical one-minute videos, reflecting preferences seen on social media platforms like TikTok.
Our forecast anticipates modest growth for YouTube over the next three years, averaging 1.7% among YouTube viewers. By the end of 2026, YouTube viewers are projected to spend an average of 51.8 minutes, marking a 2.6 minutes increase from 2023. YouTube’s share of total video consumption is expected to grow year-over-year, reaching 9.1% by the end of 2026, demonstrating impressive retention despite a challenging market.
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