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EMARKETER

US Time Spent With Sub OTT Streaming 2025

Netflix and Hulu Lead, but Peacock, Amazon Prime Video, and Disney+ Are Driving the Growth

Report by Ethan Cramer-Flood  |  Mar 7, 2025
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Table of Contents
Executive Summary
Sub OTT video is one of the most time-intensive ways consumers engage with media, but growth is slowing
Netflix dominates in time spent among platforms but is losing share to its many challengers
Media Gallery
About This Report
Subscription OTT streaming is one of only a few media categories still seeing meaningful time spent growth in the US. The major platforms are heading in different directions, however.
Topics
Media Consumption
Digital Video
United States
Table of Contents
Executive Summary
Sub OTT video is one of the most time-intensive ways consumers engage with media, but growth is slowing
Netflix dominates in time spent among platforms but is losing share to its many challengers
Media Gallery

Time spent with subscription OTT (sub OTT) streaming continues to rise, even as overall time spent with media plateaus. But in the face of fierce competition, the major sub OTT platforms are struggling to capture those limited additional minutes and increase their market share.

Key Question: How much time will US adults spend watching sub OTT streaming each day in 2025, and how will that time be apportioned across various platforms?

Netflix Has a Significant Lead in Time Spent Among Active Users and Among the Population as a Whole (average hrs:mins spent per day with select subscription OTT platforms by US active users vs. total adults, by platform, 2025)
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Key Stat: Netflix’s active users will watch the platform for over an hour per day in 2025, by far the highest figure among users of any major sub OTT platform—and the highest for any platform we track across any type of digital media.

Here’s what’s in the full report

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6charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Executive Summary
  2. Sub OTT video is one of the most time-intensive ways consumers engage with media, but growth is slowing
  1. Netflix dominates in time spent among platforms but is losing share to its many challengers
  2. Media Gallery

    Charts in This Report

    Netflix Has a Significant Lead in Time Spent Among Active Users and Among the Population as a Whole (average hrs:mins spent per day with select subscription OTT platforms by US active users vs. total adults, by platform, 2025)US Adults Spend Nearly 2 Hours per Day With Fee-Based OTT Streaming Services (average hrs:mins spent per day with subscription OTT video by US adults, % change, and % of total time spent with traditional TV and digital video, 2020-2026)
    Subscription OTT Streaming Is the Second-Most Time-Consuming Media Activity Among US Adults (average hrs:mins spent per day with media by US adults, by type, 2025)Traditional TV Still Has the Most Time Spent With Video, but Subscription OTT Is Getting Closer (% of total time spent with video by US adults, by select major media, 2020-2026)
    As Competition Intensifies, Early Leaders Netflix and Hulu Are Losing Share (% of total time spent with subscription OTT video by US adults, by platform, 2021-2026)Aside From Peacock's Spike in 2024, Subscription OTT Apps Are Struggling to Grow User Time Spent (% change in average subscription OTT video time spent per day by US users, by platform, 2023-2025)

    authors

    Ethan Cramer-Flood

    Contributors

    Ross Benes
    Senior Analyst
    Zach Goldner
    Senior Forecasting Analyst
    Penelope Lin
    Director, Data Visualization
    Oscar Orozco
    Senior Director, Forecasting
    Matt Torpey
    Senior Chart Editor
    Julia Woolever
    Yoram Wurmser
    Principal Analyst
    Ali Young
    Senior Copy Editor and Manager of Content Operations
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