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EMARKETER

US Time Spent With OTT Streaming 2026

Fee-Based Platforms and YouTube Dominate Time Spent, but FAST Is on the Rise

Report by Ethan Cramer-Flood  |  Feb 25, 2026
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Table of Contents
Executive Summary
OTT video is one of the most time-consuming ways adults engage with media
Netflix towers over the sub OTT field, though growth will mostly come from elsewhere
YouTube takes more time than any other digital platform, much of it via CTV
FAST is still somewhat niche among the adult population, but active users are deeply engaged
Media Gallery
About This Report
OTT video is reshaping how adults spend their media time. Subscription streaming, free ad-supported channels, and long-form YouTube content on CTV are pulling attention away from traditional TV—and expanding total viewing in the process.
Topics
Media Consumption
Digital Video
United States
Table of Contents
Executive Summary
OTT video is one of the most time-consuming ways adults engage with media
Netflix towers over the sub OTT field, though growth will mostly come from elsewhere
YouTube takes more time than any other digital platform, much of it via CTV
FAST is still somewhat niche among the adult population, but active users are deeply engaged
Media Gallery

OTT video is the leading way adults watch video, fueled by subscription streaming, free ad-supported streaming TV (FAST), and YouTube via connected TV (CTV). As traditional TV loses ground, rising digital video time has created new winners, from fee-based Netflix to free options like The Roku Channel.

Key Question: How much time will US adults spend watching subscription OTT (sub OTT) streaming, YouTube, and FAST each day in 2026, and how will that time be apportioned across various platforms?

Key Stat: The average adult will spend 40 minutes per day with Netflix in 2026, and Netflix’s active users will spend an impressive 63 minutes daily.

Netflix Has a Significant Lead in Time Spent Among Both Active Users and the Overall Population
E-Mail ChartDownload

authors

Ethan Cramer-Flood

Contributors

Ross Benes
Senior Analyst
Bill Fisher
Sol Ipuche
Madan Kumar
Copy Editor
Penelope Lin
Director, Data Visualization
Emma Noyes
Graphic Designer, Data Visualization
Oscar Orozco
Senior Director, Forecasting
Johann Valderrama
Chart Editor
Julia Woolever
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