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    Connected TV

    Americans are Watching More Streaming TV than Traditional Live TV

    Your destination for the latest CTV stats, trends, and insights.

    Americans are Watching More Streaming TV than Traditional Live TV

    2 Min Read

    The number of Americans who stream TV content has just surpassed the number who watch live linear TV. According to Attest’s 2021 U.S. Media Consumption survey, 83% of consumers are watching their favorite shows through streaming, versus 81% through traditional TV. This data is backed up by a study from Hub, which found that 55% of consumers are more likely to turn to paid or free streaming services first, and only 39% turn first to linear. This is a huge jump over previous years, when pay-TV sources accounted for half of viewers’ total TV time. This year, that percent is down to around a third.

    Younger viewers are the primary force behind this shift in watching behavior according to Hub. While every age group has seen a decline in time spent on linear, currently just 11% of viewers age 18 to 34 tune in first to traditional channels. These viewers are also behind the recent decline in Netflix’s position as the go-to streaming service. Instead, younger TV watchers are turning to ad-supported streaming platforms, which often have a lower price point and a wider array of content to watch. Ultimately, brands looking to take advantage of this demographic of consumers should be finding them where they are – on Connected TV.

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