Streaming Is 25% of TV Viewing; 2021 Ad Spend to Hit $9B, Says Resonate

Streaming accounts for a quarter of all TV viewed in the U.S., Resonate reported. Eight million Americans have boosted their streaming viewership during the pandemic, 41% watch through a streaming service, it said Monday, predicting a $9 billion over-the-top video ad spend in 2021. Connecting with streaming viewers is “vital” to business growth, but it’s a “nuanced” audience that’s different from traditional cable TV subscribers, said Resonate. OTT viewers are 141% more likely to watch TV through a streaming device; 52% are female; 24% are 25-34 years old; 24% have annual income of $25,000-$50,000; 33% spend 20-40 hours online per week; and 79% have some college education. The most-watched streaming networks are Netflix (76%), Amazon Prime Video (59%), Disney+ (46%) and Hulu (41%). Some 47% watch via the Roku platform. Half have cable TV; 39% have cut the cord. About 23% have rented three or more streamed movies in the past 90 days; 79% watch TV from 7-10 p.m.; 43% often binge-watch; a third are online on their phone while watching TV; 26% watch TV only on-demand; and 6% are likely to try a new subscription in the next 90 days.