US adults now stream more on OTTs than watch traditional TV: Report

Showcasing a growing trend globally, a Gartner report has revealed that US viewers in the 18-43 age group now spend an average of 63 per cent of their overall TV viewing time watching on various streaming platforms versus cable, broadcast or satellite.

Time spent on streaming TV is soaring, and media budgets are following suit as companies report an average 25.1 per cent of broadcast and cable advertising budgets going to streaming TV.