Streaming’s Share of Viewing Time Surges On

Inscape’s recently-released Q4 2023 TV Market Trends report reveals that streaming continues to make inroads in American homes. Specifically, streaming has increased its share of viewing time in U.S. TV households by 8.2 percentage points, with the largest gains coming recently in Q4 2023 (+5.7 points). 

• As a result, streaming’s share of viewing time has increased from 49.3% to 57.5% in Q4 since 2021
• During that same period, cable/satellite viewing fell from 41.5% to 33.8%. 
• The viewing shares for gaming consoles and over-the-air antenna have remained fairly consistent. 

For more TV viewership trends, download Inscape’s report here.