2026 media insight
Traditional TV + streaming remain a powerful advertising tool.
Americans continue to spend significant time with television—whether delivered through traditional TV or subscription streaming.
The source
Combined daily viewing time
4:21
Hours : Minutes
Traditional TV + Subscription OTT
- Traditional TV 2:14
- Subscription OTT 2:07
The takeaway
TV isn’t disappearing. It’s evolving.
Reach television audiences across both traditional and streaming environments.
Audience growth
Mediaaxis clients are growing their audiences with targeted TV and streaming campaigns.
Combine television’s broad reach and storytelling power with the targeting, flexibility, and measurement available through streaming.
- Traditional TV
- Streaming TV
- YouTube
- Social Video
- Mobile
The full media landscape
Time spent across all platforms
EMARKETER’s 2026 forecast compares traditional television and subscription streaming with social networks, digital audio, radio, gaming, YouTube, messaging, free ad-supported streaming TV, print, and other media.
Average hours and minutes spent per day by U.S. adults, by media and platform, 2026. Select the chart to view it full size.
Mediaaxis consulting
