YouTube Leads in Viewing Percentage; Netflix Boasts Largest User Base
In the dynamic world of streaming entertainment, the landscape of 2024 saw some notable shifts in household reach and ad share among major platforms.
Netflix, the undisputed leader in household reach, boasted a 71% reach, a figure that set it apart from its competitors. However, when it comes to viewing time, Netflix held a 16% share, trailing behind the frontrunner, YouTube, which claimed a 21% share.
YouTube, with its colossal 67% household reach, led the pack in terms of viewer engagement, followed closely by Hulu (50%) and Prime Video (42%). Interestingly, Prime Video's share of viewing time was 5%, while Hulu's was 10%.
The ad-tier model seems to be gaining traction, with Netflix reporting 70 million ad-tier subscriptions in 2024. Netflix's ad share for the entire year was 3%, but it saw a significant increase from Q1 to Q4, doubling its ad share. Hulu held the highest share of streaming ad time among major platforms, with a 13% share, followed by YouTube (11%), Roku (4%), and Tubi (3%).
It's worth noting that Peacock, Tubi, Disney+, and Paramount+ each had a household reach of 30% or less. Paramount+ claimed a 4% share of streaming ad time, while Peacock had a 4% share of streaming ad time among major platforms.
In 2024, 90% of homes actively accessed streaming content, a significant leap from the 72% for cable and 67% for broadcast. OEM fast channel apps collectively had a 36% household reach.
Virtual MVPD YouTube TV held an 8% share of viewing time among major streaming platforms, adding to the competitive landscape.
While the latest available data does not provide the current ranking of streaming platforms by share of viewing time in 2025 according to TVision's "State of Streaming 2025" report, the trends observed in 2024 offer valuable insights into the evolving streaming landscape.
- The technology behind video streaming, a crucial aspect of entertainment, experienced a significant shift in the landscape of 2024, with streaming platforms vying for higher household reach and ad share.
- Despite having the highest household reach among streaming platforms, Netflix trailed behind YouTube in terms of viewing time share, indicating a greater level of viewer engagement on YouTube.
- The rise of ad-tier models was evident in 2024, with Netflix reporting 70 million ad-tier subscriptions and seeing a substantial increase in ad share from Q1 to Q4.
- Hulu and YouTube led in streaming ad time share among major platforms, with Hulu holding the highest share, followed closely by YouTube. Meanwhile, OEM fast channel apps had a collective household reach of 36%.
