Streaming took up 23% of TV viewing time for Americans amid COVID-19

New Ideas in MarketingEssential news for marketers, summarised by YouGov
April 09, 2020, 11:20 AM UTC

Prime-time viewing dropped as much as 5% between 8pm and 11pm from March 17 to 23.

As per Nielsen, the streaming time for Americans has grown to 156.1 billion minutes per day from March 9 to 16. This was 127.6 billion in the last week of February. March saw streaming take up 23% of consumer TV viewing time.

Nielsen reported people spending 29% of their total streaming minutes on Netflix in the 6 March week. YouTube (20%), Hulu (10%), and Amazon (9%) follow. However, 31% of the streaming minutes were spent on other ad-supported platforms as well.

Across demographics, live TV viewing increased between 1% and 3% during the last week of March. The same period saw streaming go up 8%. Further, early February to week of 9 March saw live local news viewing go up 7%.

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