New research from We Are Social reveals significant changes in how people consume digital content, with streaming platforms accounting for a growing share of total viewing time while traditional media maintains substantial reach in a hybrid consumption market.
The study finds that 91.9% of internet users now watch TV content via streaming services each month, while traditional broadcast television reaches 87.8% of users. Streaming accounts for 43.3% of total TV viewing time globally, compared to 56.7% for traditional broadcast content.
Source: We Are Social
The research indicates that viewers in Saudi Arabia (54.8%), UAE (53.7%), and China (51.5%) spend the highest proportion of their TV time on streaming platforms.
The data shows significant regional variations in streaming adoption. Chile and the Philippines lead global streaming penetration at 98.1%, followed by Greece and Mexico at 97.8%. Even in markets with lower streaming adoption, such as Japan (70.7%) and Russia (77.0%), the majority of internet users engage with streaming content monthly.
Daily viewing patterns show internet users spend an average of 3 hours and 13 minutes watching television content across all formats. U.S. viewers lead global consumption at 4 hours and 55 minutes daily, followed by South Africa (4:29) and Brazil (4:00). The research also finds that 31.7% of internet users now access internet content via television sets, indicating growing convergence between traditional TV and digital platforms.
Audio Streaming Shows Strong Adoption
The report identifies significant engagement with digital audio content, with 38.2% of internet users accessing music streaming services weekly. Music video consumption remains popular, with 48.8% of users watching online music videos weekly. Daily time spent with music streaming averages 1 hour and 25 minutes globally.
Mexico leads in time spent streaming music at 2 hours and 20 minutes daily, followed by South Africa (2:17) and Chile (2:14). The data reveals that younger users spend significantly more time streaming audio – users aged 16-24 average of 1 hour and 58 minutes daily for females and 1 hour and 43 minutes for males.
Geographic variations in music streaming adoption are notable, with South Africa (53.7%), Brazil (52.5%), and Mexico (51.6%) showing the highest weekly usage rates. Nordic countries also demonstrate strong adoption, with Sweden at 50.7% and Denmark at 50.0%. The study finds that 65.3% of users listen to music streaming services monthly, while 63.7% engage with podcasts.
Monetization and Paid Services
Paid subscriptions for streaming content continue growing, with 31.5% of internet users now paying monthly for TV or movie streaming services. Music streaming services show similar patterns, with 22.5% of users maintaining paid subscriptions.
Source: We Are Social
The research reveals significant regional variations in paid streaming adoption. Norway leads in music streaming subscriptions at 45.7%, followed by Sweden (41.9%) and Mexico (39.5%). For video streaming services, Norway (53.7%), Sweden (47.9%), and Mexico (50.9%) show the highest subscription rates. The data indicates a higher willingness to pay for streaming services in markets with greater disposable income and developed digital infrastructure.
Age remains a factor in streaming adoption, with users aged 16-24 showing the highest engagement rates across both audio and video streaming platforms. The data indicates that 96.1% of female users and 95.6% of male users in this age group consume streaming video content monthly. For music streaming, this age group shows 43.9% adoption for females and 40.1% for males.
Methodology: The research combines multiple data sources, including survey data from GWI (Q3 2024), platform statistics, and market analysis. The study defines streaming as any form of online on-demand content delivery, including subscription and ad-supported services. TV viewing measurements include all forms of content delivery, from traditional broadcast to internet-based streaming. The research covers internet users aged 16 and above across multiple global markets.
Cecilia Carloni, Interview Manager at Influence Weekly and writer for NetInfluencer. Coming from beautiful Argentina, Ceci has spent years chatting with big names in the influencer world, making friends and learning insider info along the way. When she’s not deep in interviews or writing, she's enjoying life with her two daughters. Ceci’s stories give a peek behind the curtain of influencer life, sharing the real and interesting tales from her many conversations with movers and shakers in the space.
Economics Explained—YouTube’s largest economics channel—recently premiered a feature-length documentary on CuriosityStream featuring interviews with former White...
New research from We Are Social reveals significant changes in how people consume digital content, with streaming platforms accounting for a growing share of total viewing time while traditional media maintains substantial reach in a hybrid consumption market.
The study finds that 91.9% of internet users now watch TV content via streaming services each month, while traditional broadcast television reaches 87.8% of users. Streaming accounts for 43.3% of total TV viewing time globally, compared to 56.7% for traditional broadcast content.
Source: We Are Social
The research indicates that viewers in Saudi Arabia (54.8%), UAE (53.7%), and China (51.5%) spend the highest proportion of their TV time on streaming platforms.
The data shows significant regional variations in streaming adoption. Chile and the Philippines lead global streaming penetration at 98.1%, followed by Greece and Mexico at 97.8%. Even in markets with lower streaming adoption, such as Japan (70.7%) and Russia (77.0%), the majority of internet users engage with streaming content monthly.
Daily viewing patterns show internet users spend an average of 3 hours and 13 minutes watching television content across all formats. U.S. viewers lead global consumption at 4 hours and 55 minutes daily, followed by South Africa (4:29) and Brazil (4:00). The research also finds that 31.7% of internet users now access internet content via television sets, indicating growing convergence between traditional TV and digital platforms.
Audio Streaming Shows Strong Adoption
The report identifies significant engagement with digital audio content, with 38.2% of internet users accessing music streaming services weekly. Music video consumption remains popular, with 48.8% of users watching online music videos weekly. Daily time spent with music streaming averages 1 hour and 25 minutes globally.
Mexico leads in time spent streaming music at 2 hours and 20 minutes daily, followed by South Africa (2:17) and Chile (2:14). The data reveals that younger users spend significantly more time streaming audio – users aged 16-24 average of 1 hour and 58 minutes daily for females and 1 hour and 43 minutes for males.
Geographic variations in music streaming adoption are notable, with South Africa (53.7%), Brazil (52.5%), and Mexico (51.6%) showing the highest weekly usage rates. Nordic countries also demonstrate strong adoption, with Sweden at 50.7% and Denmark at 50.0%. The study finds that 65.3% of users listen to music streaming services monthly, while 63.7% engage with podcasts.
Monetization and Paid Services
Paid subscriptions for streaming content continue growing, with 31.5% of internet users now paying monthly for TV or movie streaming services. Music streaming services show similar patterns, with 22.5% of users maintaining paid subscriptions.
Source: We Are Social
The research reveals significant regional variations in paid streaming adoption. Norway leads in music streaming subscriptions at 45.7%, followed by Sweden (41.9%) and Mexico (39.5%). For video streaming services, Norway (53.7%), Sweden (47.9%), and Mexico (50.9%) show the highest subscription rates. The data indicates a higher willingness to pay for streaming services in markets with greater disposable income and developed digital infrastructure.
Age remains a factor in streaming adoption, with users aged 16-24 showing the highest engagement rates across both audio and video streaming platforms. The data indicates that 96.1% of female users and 95.6% of male users in this age group consume streaming video content monthly. For music streaming, this age group shows 43.9% adoption for females and 40.1% for males.
Methodology: The research combines multiple data sources, including survey data from GWI (Q3 2024), platform statistics, and market analysis. The study defines streaming as any form of online on-demand content delivery, including subscription and ad-supported services. TV viewing measurements include all forms of content delivery, from traditional broadcast to internet-based streaming. The research covers internet users aged 16 and above across multiple global markets.
The full report is available here.