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September 04, 2025

What share of TV viewing is streaming?

Streaming now accounts for nearly half of U.S. TV time. Here’s what that means for small businesses.

Couple having some popcorn while watching a movie

Streaming keeps growing and your customers are watching on the big screen. Here’s what the latest numbers mean and why that matters for small businesses.

What the data shows

  • Streaming accounted for 47.3% of U.S. TV time in July 2025 (record high).

  • Streaming is leading where viewers spend time, especially in primetime on the big screen.

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Why it matters for your business

If you’re running search and social only, you’re missing where customers spend nearly half their TV time. The good news: you don’t need a national budget. With targeted TV, small businesses can reach local audiences on major channels for as little as $50 a month.

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Supporting stats

  • May 2025 marked the first time streaming (44.8%) surpassed broadcast + cable combined (44.2%).

  • YouTube alone hit 10.4% of all TV time in July 2025, the single largest service share.

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