Have Streaming Hours Gone Over The Top?

Streaming households by year (YoY growth) according to Comscore:
1) 2016 – 44.0M
2) 2017 – 50.8M (↑ 15%)
3) 2018 – 59.2M (↑ 17%)
4) 2019 – 64.0M (↑ 7%)
5) 2020 – 70.2M (↑ 10%)
6) 2021 – 82.4M (↑ 17%)

% change for streaming between Jan-20 and Jun-21:
1) Streaming hours –↑ 21%
2) Total households – ↑ 17%

% change in reach by revenue model:
1) Ad-supported – ↑ 18.5M
2) Subscription – ↑ 14.1M

% change in reach by streaming service:
1) Hulu –↑ 53%
2) Amazon Prime Video – ↑ 37%
3) Netflix –↑ 32%
4) Disney+ –↑ 30%
5) YouTube –↑ 24%

The average number of streaming services watched per household (YoY growth):
1) 2019 – 4.0
2) 2020 – 4.4 (↑ 10%)
3) 2021 – 4.9 (↑ 11%)

Streaming share of time spent by network:
1) Netflix – 26%
2) YouTube – 21%
3) Hulu – 13%
4) Amazon Prime Video – 9%
5) Disney+ – 4%

Big picture: People are shifting from linear to streaming, but even time with linear is becoming more fragmented. According to Effectv, the average household watches 30+ networks, and 70% of linear viewing occurs outside primetime.

Quote from Laura Molen – Co-president of ad sales and partnerships @ NBCUniversal:“We are seeing [content] consumption at about 70/30 linear to streaming, and in a couple of years, we are predicting it will be about 50/50.”

Interesting: The New York Times recently took a deep dive into how people spent their time in 2020 vs. 2019.

Time spent with others:
1) Alone – ↑ 57m
2) Same household –↑ 31m
3) Outside household –↓ 1h 33m

PSA: Perhaps exercise should have gained more time

Wow: According to Pew, 31% of adults are online “almost constantly.”

Share of adults by age group online “almost constantly”:
1) 18-29 – 48%
2) 30-49 – 42%
3) 50-64 – 22%
4) 65+ – 8%

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