The TV world continues to evolve and if you ditched cable years ago, you’re not alone. In fact, the latest TVision State of Streaming report shows just how streaming has become more than an alternative as it dominates the way people watch TV. The study looks back at the previous year in streaming by examining consumer trends and how viewer habits are shifting.
By the end of 2024, a staggering 90% of streaming-enabled households were actively watching streaming content, far outpacing traditional cable (72%) and broadcast TV (67%). As more viewers transition away from traditional TV, the days of flipping through channels aimlessly are fading fast. During the fourth quarter, the average U.S. household spent 109 hours per month streaming content, which is nearly four hours per day. With viewers now expecting more content on demand, streaming platforms are delivering.
Here are more key takeaways from that study that you need to know.
Netflix Reigns & YouTube Stands Out Among Streamers
Netflix and YouTube continue to dominate their competition, reaching 71% and 67% of households, respectively. YouTube alone accounted for 21% of total streaming time, with Netflix following at 16%. And when you factor in YouTube TV, Google’s streaming empire secured nearly 30% of all streaming watch time in 2024. If you’re wondering where everyone’s watching, chances are it’s one of these two platforms. While new services keep popping up, here’s how the other most popular platforms stack up:
- Hulu, Prime Video, and Disney+ round out the top five, with 9%, 8%, and 5% of total viewing time, respectively.
- Rounding out the top five in household reach: Hulu (50%), Prime Video (42%), Max (36%)
- OEM FAST Apps combined for a 36% household reach: Outpacing Peacock (30%) and Tubi, Disney+, and Parmount+ (28% each)
Co-Viewing is Booming & Changing How We Watch
Gone are the days when binge-watching was a solo activity. More people are watching together, and platforms with family-friendly content like Disney+ and Hulu see the highest co-viewing rates. That means more families and friends are gathering around the screen, making streaming a social experience rather than just background noise.
Here’s how the top nine services tacked up:
- Disney+ leads with 1.7 viewers per household, making it the go-to for family movie nights
- Hulu follows at 1.5 viewers per household, likely due to its mix of live TV and on-demand content
- Netflix and Amazon Prime Video average 1.4 viewers per household, showing that even prestige dramas and reality shows are often watched together
- YouTube, Peacock, and Pluto TV round out the bottom three at 1.3 viewers per viewing household
Ad-Supported Streaming is on the Rise
Subscription fatigue is real, and ad-supported streaming is becoming a bigger player. Platforms like Hulu and YouTube are leading the charge in total streaming ad time, proving that viewers are willing to trade a few commercials for free or lower-cost content.
As more services introduce ad-supported tiers, expect this trend to continue, here’s some key takeaways of 2024:
- Hulu led with 13% ad-viewing time, YouTube followed at 11%; Peacock, Roku Channel, and Parmount+ round out the top five with 4%.
- Tubi and Pluto TV, two free ad-supported platforms, each captured about 3% of the total ad-viewing time, equaling Prime Video and Netflix, showing that viewers are embracing free options
- Even Netflix and Disney+ have introduced ad-supported tiers, with more than 50% of new subscribers choosing Netflix’s ad-supported plan
Live Sports Streaming is Taking Over
Live sports have always been a stronghold of traditional TV, but streaming is catching up fast. Events like Netflix’s Tyson vs. Paul fight proved that audiences are more than willing to stream live sports, with engagement levels similar to traditional broadcasts. This shift could mean fewer expensive cable sports packages in the future, making it even easier to say goodbye to cable for good.
Here are some of the major plays that streaming services are making for sports fans:
- YouTube TV now owns the exclusive rights to NFL Sunday Ticket, a major blow to traditional TV providers.
- Amazon Prime Video’s exclusive deal for Thursday Night Football saw an increase in engagement, proving that more viewers are willing to stream live sports
- Netflix’s “Tyson vs. Paul” boxing event was one of the most-watched live streams of the year, showing that even non-sports platforms are getting into the live game.
Predicting What’s Next for Streaming
Looking ahead, the report found that streaming services are getting smarter about what keeps viewers engaged. New attention-tracking metrics are giving media companies and advertisers deeper insights into what people are actually watching.
Here are some changes that viewers should expect to see in the future:
- Better personalization: AI-driven recommendations will continue to improve, helping viewers find content they love faster.
- More interactive content: Platforms like Netflix and Prime Video are experimenting with interactive storytelling and live events to increase engagement.
- Improved measurement tools: New attention-tracking metrics will help advertisers and media companies better understand what people are actually watching—not just what’s playing in the background.
The TVision State of Streaming report confirms that streaming is king. Whether you’re binging Netflix, watching live sports on YouTube TV, or enjoying free content on Tubi and other free ad-supported platforms, the options have never been better. With ad-supported models growing, live sports shifting, and more ways to watch than ever, the future of TV has arrived.