In the Living Room, on the Phone: The State of Streaming in 2026
It’s the end of a long day – whether it’s work, errands or spending time with family and friends. For years now, many Americans’ biggest want after a long day’s work is to sit in front of the TV – but what that meant even just 20 years ago is drastically different than what it means now. Live TV, once the only option, has been overshadowed by countless streaming apps and their never-ending supply of content. Not to mention, the TV has moved from just the living room to our phones, our computers and anywhere else we can get a screen.
Too Much Time on my Hands
We spend all day staring at these screens. From the phone to the laptop to the TV to the iPad to the Apple Watch – they are unavoidable. And for most of us, our screen time just keeps growing.
Staring at the Screen: 41% of the Gulf South spends four or more hours watching TV. Nationally, that number stands at 42%, according to the 2025 Gulf South Index by The Ehrhardt Group and Causeway Solutions – and that’s not to mention time spent on streaming devices, tablets and laptops, all of which are often used to stream shows and movies as well. Whether it’s mindless rewatching or our newest favorite show, we’re spending more and more time with characters on our screens.
And it’s not just the younger generations, as some might think. According to Deloitte, where Gen Z spends close to seven hours a day on digital entertainment, Gen X is not far behind at six hours, and Baby Boomers trail at a still-high 5.4 hours. For all generations, the majority of this time is spent watching TV and movies – though Generation Z, Millennials and Gen X prefer streaming, whereas Boomers and above prefer cable or live-streaming.
***
But What About Streaming Fatigue?
While we may be burnt out on the sheer number of platforms available to us, the ones we’ve stuck with (ahem, Netflix) don’t seem to be slowing down any time soon.
Netflix Domination: Arguably the brand that started it all, Netflix has continued to lead the pack, despite account-sharing setbacks and fierce competition. They remain the most-subscribed-to platform according to Forbes, passing 300 million subscribers globally last year. And as of January 2026, six out of 10 of Nielsen’s most-watched streaming programs were either Netflix originals, or available on the app.
Which begs the question…What’s the poularity breakdown? “Stranger Things” and “His & Hers” may be Netflix originals, Stranger Things wrapping up a decade run as Netflix’s golden brainchild, but “The Closer” and “Grey’s Anatomy” are older, acquired programs that aren’t in Netflix’s original lineup.
According to Morning Consult, streaming has become too convoluted. While these platforms may continue growing, they aren’t necessarily front-of-mind for viewers. The wide range of streaming options across multiple platforms makes it impossible to pinpoint one program for one need.
“People don’t ‘shop for streaming.’ They arrive through repeatable moments: finding something to watch, unwinding after a long day, catching up on familiar content, weekend bingeing, and live sports. No single-entry point dominates.” -Bill Pink, Morning Consult
No platform can own everything, and the decision fatigue put on consumers makes it difficult for brands to retain a singular identity. Depending on the need of the day – mindless repetition after a long day, live sports, or a new show someone recommended – a different platform is chosen. Not because it’s their favorite, but because it best fits the day’s entry point.
***
Capturing that Attention
As this newsletter author basks in the glow of the US Men’s and Women’s Hockey gold medals at the recently concluded Winter Olympics, there are still certain televised moments making splashes against the odds.
Cultural Phenomenon: As earlier mentioned, shows like “Stranger Things” capture global attention rapidly, with the show’s fifth and final season achieving 59.6 million views in just its first few days available on Netflix. But new programs like “Landman” on Paramount+ and “The Pitt” on HBO Max also draw millions of viewers weekly – proving if a program is riveting enough, it can draw weekly attention just like traditional television.
And sports are sports, whose live entertainment value doesn’t cease even in the face of new challenges to access content. According to Axios, the 2026 Winter Olympics in Milan averaged 23.5 million viewers for NBCUniversal, the highest number since Sochi in 2014. Leveraging live broadcast alongside their Peacock streaming service allowed NBC to clinch incredible ratings numbers.
Side note for our avid readers: If you want to bring the whole US men’s hockey gold medal story in for a landing, check out the latest documentary on the 1980 “Miracle on Ice” team on – wait for it – Netflix.
And time will tell if the trend continues… With the FIFA World Cup hitting North America this summer, Nielsen predicts even more live sports engagement, especially among younger generations and Hispanic populations.
***
What we watch and how we watch it can say a lot about not only our habits, but the broader trends in the media as well. Whether you prefer weekly episode releases (like 41% of the Gulf South) or prefer all episodes to drop at once (like 52% of the Gulf South), streaming is constantly redefining viewing habits and reshaping our media landscape.
It’s the end of a long day – whether it’s work, errands or spending time with family and friends. For years now, many Americans’ biggest want after a long day’s work is to sit in front of the TV – but what that meant even just 20 years ago is drastically different than what it means now. Live TV, once the only option, has been overshadowed by countless streaming apps and their never-ending supply of content. Not to mention, the TV has moved from just the living room to our phones, our computers and anywhere else we can get a screen.
Too Much Time on my Hands
We spend all day staring at these screens. From the phone to the laptop to the TV to the iPad to the Apple Watch – they are unavoidable. And for most of us, our screen time just keeps growing.
Staring at the Screen: 41% of the Gulf South spends four or more hours watching TV. Nationally, that number stands at 42%, according to the 2025 Gulf South Index by The Ehrhardt Group and Causeway Solutions – and that’s not to mention time spent on streaming devices, tablets and laptops, all of which are often used to stream shows and movies as well. Whether it’s mindless rewatching or our newest favorite show, we’re spending more and more time with characters on our screens.
And it’s not just the younger generations, as some might think. According to Deloitte, where Gen Z spends close to seven hours a day on digital entertainment, Gen X is not far behind at six hours, and Baby Boomers trail at a still-high 5.4 hours. For all generations, the majority of this time is spent watching TV and movies – though Generation Z, Millennials and Gen X prefer streaming, whereas Boomers and above prefer cable or live-streaming.
***
But What About Streaming Fatigue?
While we may be burnt out on the sheer number of platforms available to us, the ones we’ve stuck with (ahem, Netflix) don’t seem to be slowing down any time soon.
Netflix Domination: Arguably the brand that started it all, Netflix has continued to lead the pack, despite account-sharing setbacks and fierce competition. They remain the most-subscribed-to platform according to Forbes, passing 300 million subscribers globally last year. And as of January 2026, six out of 10 of Nielsen’s most-watched streaming programs were either Netflix originals, or available on the app.
Which begs the question…What’s the poularity breakdown? “Stranger Things” and “His & Hers” may be Netflix originals, Stranger Things wrapping up a decade run as Netflix’s golden brainchild, but “The Closer” and “Grey’s Anatomy” are older, acquired programs that aren’t in Netflix’s original lineup.
According to Morning Consult, streaming has become too convoluted. While these platforms may continue growing, they aren’t necessarily front-of-mind for viewers. The wide range of streaming options across multiple platforms makes it impossible to pinpoint one program for one need.
“People don’t ‘shop for streaming.’ They arrive through repeatable moments: finding something to watch, unwinding after a long day, catching up on familiar content, weekend bingeing, and live sports. No single-entry point dominates.” -Bill Pink, Morning Consult
No platform can own everything, and the decision fatigue put on consumers makes it difficult for brands to retain a singular identity. Depending on the need of the day – mindless repetition after a long day, live sports, or a new show someone recommended – a different platform is chosen. Not because it’s their favorite, but because it best fits the day’s entry point.
***
Capturing that Attention
As this newsletter author basks in the glow of the US Men’s and Women’s Hockey gold medals at the recently concluded Winter Olympics, there are still certain televised moments making splashes against the odds.
Cultural Phenomenon: As earlier mentioned, shows like “Stranger Things” capture global attention rapidly, with the show’s fifth and final season achieving 59.6 million views in just its first few days available on Netflix. But new programs like “Landman” on Paramount+ and “The Pitt” on HBO Max also draw millions of viewers weekly – proving if a program is riveting enough, it can draw weekly attention just like traditional television.
And sports are sports, whose live entertainment value doesn’t cease even in the face of new challenges to access content. According to Axios, the 2026 Winter Olympics in Milan averaged 23.5 million viewers for NBCUniversal, the highest number since Sochi in 2014. Leveraging live broadcast alongside their Peacock streaming service allowed NBC to clinch incredible ratings numbers.
Side note for our avid readers: If you want to bring the whole US men’s hockey gold medal story in for a landing, check out the latest documentary on the 1980 “Miracle on Ice” team on – wait for it – Netflix.
And time will tell if the trend continues… With the FIFA World Cup hitting North America this summer, Nielsen predicts even more live sports engagement, especially among younger generations and Hispanic populations.
***
What we watch and how we watch it can say a lot about not only our habits, but the broader trends in the media as well. Whether you prefer weekly episode releases (like 41% of the Gulf South) or prefer all episodes to drop at once (like 52% of the Gulf South), streaming is constantly redefining viewing habits and reshaping our media landscape.
Marc Ehrhardt
President
The Ehrhardt Group