Streaming 2024: Fewer Core Apps In U.S. Homes
- by Wayne Friedman , January 28, 2025
Recent research on streaming TV reveals general consistency, but not growth, in the amount of streaming apps viewers regularly tune into -- 3.9 average apps per U.S. home in third-quarter 2024, according to TVision.
This is down from an average 4.2 apps in 2023.
This deepens other analysis that sees the streaming market maturing and/or flattening with consumers who are looking to trim back their overall monthly streaming costs.
TVision, a TV measurement company, adds that 8% of U.S. households tuned into ten or more apps during that period.
In November 2024, a broader view shows 90% of U.S. TV homes were “actively” accessing streaming content. In those streaming homes, cable TV reach tallied 72% with broadcast at a 67% reach level.
The two largest reach metrics for an individual streaming platform continue to be Netflix (71%) and YouTube (67%). Hulu is next (50%), followed by Prime Video (42%).
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Similar to the average number of apps in homes, TVision says the top ten apps in 2024 were the same as the top ten the year before.
The bottom six now, with roughly 30% to 35% reach, include Max, Peacock, Tubi, Disney+, Paramount+, and TV set makers' apps.
In terms of viewing time, YouTube was the big winner again with a 21% share of time spent watching. Adding in its virtual pay TV service -- YouTube TV -- lifts overall YouTube brand share to 30% of all streaming industry viewing time.
Following YouTube: Netflix (16%), Hulu (10%) and Prime Video (5%).
A quick question relating to the format of the graph.
It shows that the "Big Five" have a cumulative 60% share of time spent (of steaming I assume).
It also has a 1% as the sixth measurement as "Average APP share of Time Pent". The cumulative share is 40% ... how many other Apps make that 40% share?