Streaming Grabs 66% of Young Adult TV Ad Time

Nielsen's fresh 2026 upfront guide drops a bombshell: streaming now dominates 66.7% of the time young adults 18-49 spend with ad-supported TV, while they devote 63.8% of all their TV time to ads overall. Platforms like YouTube, Hulu, Amazon Prime, Peacock, and Paramount+ snag 81.1% of that streaming action, with FAST channels like Roku and Pluto pulling in the rest and hooking viewers 35-64. Non-FAST AVOD from Disney+ and Netflix keeps ruling the youngest crowds, 18-34 and even kids 2-17. Read more about this...