Peacock Leads Streaming Time in US Living Rooms

Peacock TV is making moves in US living rooms, standing out as the only major streaming service to increase its average daily household viewing time. According to a recent survey from Comscore, Peacock’s viewing time jumped from 2.0 to 3.0 hours between December 2025 and February 2026, putting it on par with Netflix and Hulu.

Streaming has become the dominant force in American homes, accounting for a whopping 47.5% of TV viewing time, surpassing both broadcast (21.4%) and cable (20.2%), as reported by Nielsen. And the trend is only growing, with daily streaming viewing in the US and Canada hitting over five hours, up 0.7 hours from the previous year. Viewers are now juggling more than 10 different services and spending a record $161 per month on video content, according to TiVo.

If you’re looking to delve deeper into the streaming landscape, consider using the provided chart in your Connected TV planning deck. This data can help show clients which streaming apps are capturing the most household attention, regardless of subscriber numbers. You can use this information to compare your media buys with top-tier platforms like Netflix, Hulu, and Peacock and make the case for reallocating your budget towards platforms that are gaining viewership.

For more detailed insights, check out related reports from EMARKETER on US Time Spent with OTT Streaming and US Time Spent with Media in 2026. These reports offer additional information on consumer behavior and streaming trends, providing valuable data for industry professionals.