The Countries Streaming the Most TV Daily

Saudi Arabia, South Africa, and Egypt lead the world in daily TV streaming, each averaging 1 hour and 52 minutes. This figure is well above the global average of 1 hour and 22 minutes, revealing distinct media consumption patterns across different nations.

Global Trends: Streaming vs. Traditional Broadcast

While streaming has become a significant part of daily life for many, its prevalence varies dramatically worldwide. Globally, consumers spend an average of 1 hour and 22 minutes streaming TV daily. However, countries like South Korea stream only 44 minutes a day, and Japan logs a mere 20 minutes.

Despite the rise of streaming, traditional broadcast television still holds a larger share of global viewing time. Internet users worldwide spend 3 hours and 13 minutes daily watching television, with linear TV accounting for nearly 57% of that time, compared to just over 43% for streaming. Television also maintains a slight edge over social media, with 97.5% of internet users watching some form of TV monthly, against 97.3% who use social networks or messaging apps.

The only demographic where streaming surpasses linear TV is among 16- to 24-year-olds, who stream 1 hour and 24 minutes daily compared to 1 hour and 20 minutes of linear TV. While close to 92% of internet users watch some form of streaming TV each month, only 31.5% pay for a subscription. Netflix alone reported over 300 million subscribers by the end of 2024.

The Global Leaders in Daily Streaming

Three countries stand out for their high daily streaming consumption, significantly exceeding the global average. These nations demonstrate a strong preference for online television and streaming services.

The top three countries for daily streaming time, according to GWI, are:

• Saudi Arabia: 1 hour 52 minutes
• South Africa: 1 hour 52 minutes
• Egypt: 1 hour 52 minutes

In contrast, countries like South Korea and Japan show much lower daily streaming figures. Brazil leads in streaming international content at 46%, followed by the Philippines at 35%. Meanwhile, traditional TV still dominates in other major markets, with Americans watching 3 hours and 2 minutes of linear TV daily, and Britons 2 hours and 42 minutes.

Streaming's Shifting Landscape in Key Markets

The United States and the United Kingdom present distinct narratives in the evolving streaming landscape, showcasing how local preferences and established broadcasters influence consumption patterns.

United States: Streaming Dominance

In the United States, streaming has firmly moved to the center of television consumption. According to Nielsen, streaming captured 48.6% of all US TV watch-time in May 2026, significantly outpacing cable at 20.4% and broadcast at 19.2%.

YouTube leads all media companies in TV time, claiming 13.8% of the total. This share is larger than Netflix (8.0%) and Prime Video (4.5%) combined. Other major players include Disney at 10.0%, NBCUniversal with Versant at 8.4%, The Roku Channel at 3.1%, and Paramount's streaming services at 2.3%.

United Kingdom: National Broadcasters Fight Back

The United Kingdom offers a different streaming story, where national broadcasters continue to compete effectively. Ofcom data shows that 26% of UK viewers turn to Netflix first, with the BBC close behind at 25% and ITV at 15%. Subscription streaming is now present in about 70% of UK homes, and time spent watching YouTube on TV sets has doubled since 2022, rising from 9 minutes to 19 minutes a day.

Despite the growth of streaming, the BBC has claimed eight of 2026's ten most-watched programs so far, demonstrating the enduring appeal of traditional content. For instance, the Celebrity Traitors finale drew an average of 14.8 million viewers.

Asia's Emerging Power and Global Content Consumption

Asia is rapidly becoming a pivotal market for streaming, with significant growth projected for the coming years. India is set to surpass China as the world's largest market for streaming subscriptions by 2030, with an estimated 358 million individual subscriptions, according to Media Partners Asia. However, India's premium video revenue will remain 4.5 times smaller than China's and 2.5 times smaller than Japan's, indicating a market driven by volume rather than high prices.

Connected TV households across Asia-Pacific (excluding China) number close to 160 million and are expected to add nearly 100 million more by 2030. This shift is projected to cause traditional TV revenues across Asia-Pacific to fall by US$8.0 billion by 2030, with China, Japan, and India accounting for nearly 70% of this decline.

South Korea, despite its low average daily streaming time of 44 minutes, shows a rapidly growing audience. The Korea Media and Communications Commission reported that 81% of South Koreans used streaming services in 2025, up from 77% in 2023. Furthermore, 65% of these users now pay for a subscription, an increase from 59% a year earlier. Short-form video leads what Koreans stream, watched regularly by 78% of users, followed by original streaming programs at 68%.

Globally, Netflix members watched over 97 billion hours in the first half of 2026, with non-English titles making up more than a third of all viewing. Popular non-English titles include South Korea's Teach You a Lesson (48 million views), India's Dhurandhar (37 million), South Africa's 180 (37 million), and Spain's Firebreak (34 million). Brazil's Radioactive Emergency and Mexico's A Father's Miracle also reached 22 million and 21 million views, respectively.

This article provides general information and statistics for informational purposes only and does not constitute professional advice. Consult with qualified experts for specific guidance on legal, tax, or business matters.

This article is general information only and is not legal or tax advice. Consult a licensed professional in your jurisdiction before acting on residency, incorporation, or tax topics.