Streaming Now Commands Almost 45% of All TV Watch Time

Connected TV hit a new milestone. For the first time, streaming surpassed both cable and broadcast combined in total watch time, accounting for nearly 45% of TV viewing in May. YouTube led the charge with 12.5% of viewing (a record share for any single streamer), followed by Netflix at 7.5%. Notably, free ad-supported platforms like Tubi, Roku Channel, and Pluto TV outperformed every individual broadcast network.

As linear TV’s hold loosens, streaming continues to lead with cost and content advantages. Fewer than half of U.S. consumers still subscribe to cable or satellite, and those who do pay an average of $135 a month — nearly double the $69 monthly cost for four paid streaming services combined. For advertisers, the takeaway is clear: leverage CTV’s precision and scale to connect with modern viewers — while maintaining linear placements for incremental reach.

Connected TV in the News

Connected TV Ads’ High Attention Reflects a Shift to Performance Marketing 
EMARKETER
As marketers prioritize outcomes over impressions, CTV’s interactive formats and measurable performance are shifting the TV screen from an awareness play to a full-fledged powerhouse.

CTV Converts 10x Better Than Linear — With Just 60% of the Budget
MNTN Research
With two-thirds of Americans now streaming via Connected TV, and nearly 70% adoption projected for this year, this growing channel’s reach rivals that of traditional television.

Young/Old TV Consumers’ Divergence: AVOD Vs. FAST
MediaPost
While older viewers gravitate toward FAST channels for their familiar, legacy-TV feel, younger generations seem to prefer AVOD platforms that offer flexibility and personalization.