As of this year’s second quarter, streaming now accounts for a quarter of all television minutes viewed, according to Nielsen’s latest Total Audience Report.
That’s a significant leap from streaming’s 19% share of TV minutes in last year’s fourth quarter.
Americans watched an average of 142.5 billion weekly streaming minutes in Q2, versus 81.7 million hours in the second quarter of 2019.
Netflix continued to lead in streaming market share in Q2, with 34%, followed by YouTube at 20%, Hulu at 11%, Amazon at 8%, and Disney+ — just eight months old — already at 4%.
The statistics are based on data from Nielsen’s Streaming Meter, a subset of nearly 1,000 streaming-capable homes from the company’s national TV panel.
The research also confirms that Americans of all ages are embracing streaming.
Notably, those 55 and older now account for 26% of streaming TV minutes viewed — up from 19% just a year ago.
Given how the overall base of total streaming minutes has also grown during that time, “this represents a significant shift among what was already the heaviest television viewing group,” notes the report. “It may have taken them longer to embrace the technology, but now that they have, there is no indication they are going to give up streaming in the future."