Targeting the 59% of the U.S. Population Who Use Streaming Devices

BY Rachel Cagle
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Streaming is becoming more popular with every passing year, and now, according to The Nielsen Local Watch Report, the number of U.S. households that own devices that can stream content from the internet to a TV totals 65.3 million. That’s 59% of the total population of the U.S.

So, who are the consumers who own these devices? According to Nielsen, they are likely white, between the ages of 35 and 54:


  • 35 to 54: 44.1%
  • 55 and Over: 35.9%
  • 34 and Under: 19.9%


  • White: 66%
  • Hispanic: 15%
  • African American: 13%
  • Asian: 4%
  • Other: 2%


  • $40,000 to $100,000: 48%
  • $100,000 and Over: 30%
  • Under $40,000: 22%

These consumers are also 32% more likely than other adults to have children and 17% more likely to have college degrees.

Last year, streaming device owners watched streamed content roughly 10 days out of every month. Over the course of those 10 days, they generally spent a total of about two hours and 38 minutes viewing the streamed content via their TVs. However, there are varying levels of streamers. Roughly 52% of those surveyed by Nielsen consider themselves “light streamers,” which means that they generally spend about 24 minutes streaming per day. The 10% that self-​identified as “medium streamers” stream content for around 2 hours and 28 minutes a day, and “heavy streamers” claim to binge-​watch a total of approximately six hours and ten minutes of streamed content every day.

While streamed content is a great and growing way to reach American consumers, it doesn’t mean advertisers should give up on traditional TV just yet. Nielsen’s study also found that 93% of Americans who use streaming devices also watch traditional cable and/​or broadcast programming every day, while only 7% identify as exclusively streamers on a daily basis.

That being said, multi-​media campaigns are encouraged while targeting streamers. According to Nielsen, streamers also use traditional channels to catch the local news. About 51% of streamers get local news via TV, another 51% catch the news through the internet or a mobile app, 43% listen to news on local or internet radio via internet or mobile app and 40% turn to social sites for local news.

Help your clients learn more about streaming service subscribers by checking out their profiles on AdMall’s AudienceScan from SalesFuel.