According to data from Inscape, streaming has become the preferred viewing source of content for consumers – underpinned by a rise in availability and consumer usage of streaming apps, free ad-supported streaming TV (FAST) services as well as continued penetration of smart TVs themselves. 

Looking at Q2 over the past three years, streaming has captured 9.7% of viewing share from cable/satellite for U.S. TV households. As a result, streaming’s share of viewing has increased from 44.1% to 53.8% in Q2 since 2021. Meanwhile, cable/satellite’s share has fallen from 46.9% to 37.1% while gaming and OTA viewing share has remained relatively consistent during this time.

FASTs – which offer a free, easy entry experience across a wide variety of curated programming – continue to gain popularity among consumers, with viewing time increasing by 70% in Q2 2023 compared to Q2 2022.

This isn’t a huge shocker, given the increased use of smart, connected TVs as a content hub — but it’s still a milestone in the evolution of audience behavior. Now more than ever it’s important for marketers across categories to understand where viewers are spending their time. After all, with billions upon billions of dollars exchanging hands across the TV and connected TV advertising industry, relying on current data trends and viewer behavior to make decisions and assess media effectiveness is critical. 

To check out Inscape’s latest viewership trends report with more key insights around the media ecosystem, click HERE.