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?

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.