“Even though Americans are spending more time watching Netflix, people's attention will become more divided as new streamers emerge,” eMarketer analyst Ross Benes said. “The video streaming landscape will get crowded, which will drive down the share of time that people devote to Netflix.”
Netflix is expected to continue pouring millions into its content library and investing in its AI discovery technology. That will help drive not only growth in subscribers, but also increased viewing time among users. Average daily Netflix viewing time among adult users will increase by 2.2% to 56.6 minutes per day in 2020.
In terms of total video time, 2019 will be the first year in which digital video will make up more than one-quarter (25.4%) of all daily digital time. This includes time spent on apps and browsers (but excludes social) on all devices.