Key stat: Peacock TV was the only major streaming service to grow its average daily household viewing time, climbing from 2.0 to 3.0 hours between December 2025 and February 2026 to tie Netflix and Hulu, according to a February survey from Comscore.

Beyond the chart:

• Streaming now owns the living room, capturing a record 47.5% of US TV viewing time and outpacing both broadcast (21.4%) and cable (20.2%), according to Nielsen.
• In fact, the pie itself keeps growing: daily streaming viewing across the US and Canada topped five hours, up 0.7 hours year over year, as viewers juggled more than 10 services and pushed monthly video spend to a record $161, according to TiVo.

Use this chart: Drop this into a CTV planning deck to show clients which apps are winning household attention, not just subscribers. Use it to benchmark your media buy against the top tier (Netflix, Hulu, Peacock) and to argue for shifting budget toward platforms gaining watch time.

Related EMARKETER reports:

• US Time Spent With OTT Streaming 2026 (EMARKETER subscription required)
• US Time Spent With Media 2026 (EMARKETER subscription required)