Nearly half of respondents say their "first stop" destination is one of the "big 5" streaming services - Netflix, Prime Video, Disney+, Hulu, Max - up vs. 35% in 2021 and 30% in 2018.
Peacock will be the exception to projections of flat to slight growth - estimated at a 15% increase to average 15 minutes per day among users 18 and up. YouTube remains the leader overall, averaging
51 minutes per day among viewers age 18 and up . Although it will see slower growth in the next two years, eMarketer says it has staying power - and will yield a top 9.1% share by the end of 2026 for
all CTV/streaming video consumption.
A sale of Paramount Global to any big legacy TV-based media or digital-first company is an uncertain situation, Bernstein Research says. "Without a clear buyer/structure, the outcome is still up in
the air," writes Bernstein media analyst Laurent Yoon. "It could limp along for a while and requires a risk-taker with a lot of money to burn."