How often do Americans use streaming subscriptions?

Streaming is now deeply woven into American entertainment habits but how often are people actually watching? Data from YouGov Profiles sheds light on how frequently users of four major platforms – Amazon Prime Video, Disney+, Hulu, and Netflix – tune in.

The data focuses specifically on Americans who already have access to paid subscriptions, looking at how often they say they use each service. 

Prime Video

For Amazon Prime Video, the most common viewing frequency is once a week, reported by a quarter (24%) of users overall. That figure holds steady across older age groups: 26% of 45–54 adults and 25% of those 55+ say they watch once a week.

Younger adults, by contrast, appear to be more active users. Among consumers aged 18-24, only 7% say they watch several times a day – the lowest of any age group. The most popular frequency for this group is 2-3 times per week (26%). That figure dips slightly with age but remains a consistent part of viewing routines.

In all, most Prime Video users seem to treat it as a go-to for weekly entertainment, rather than daily use.

Disney+

Disney+ shows a clear generational skew. Among subscribers aged 25-34, one in five (20%) say they use the service several times a day, more than twice the rate of those aged 55 and over (9%).

Younger adults are also more likely to watch 2-3 times a week (26% of 18-24s), while older users lean toward weekly usage. More than a third (35%) of subscribers aged 55+ say they watch once a week, compared to just 22% of 25–34-year-olds.

Daily use drops off sharply with age. While 18-44-year-olds have relatively even daily viewership, older groups appear to treat Disney+ more as an occasional choice.

Hulu

Among users with access to Hulu, daily viewing is more common than on other platforms. Two in five users (39%) overall say they watch at least once a day – either several times (22%) or once daily (17%).

This trend cuts across age lines. Those aged 35-54 are just as likely as younger users to report watching several times daily, hovering around 23-24%. Even among those aged 55+, 21% say they watch several times a day and another 17% watch once daily.

Lower-frequency viewing (once a week or 2–3 times a week) is still present, but Hulu seems to attract a high number of habitual viewers across the board. 

Netflix

Netflix remains a frequent destination for viewers of all ages but particularly for younger adults. Among adults aged 25-34 with access to a paid account, a quarter (26%) say they watch several times a day, with another 21% tuning in once a day. That means nearly half are daily users.

Usage remains high across the 35-44 group too, where 25% watch several times a day and 21% once daily. While these numbers taper slightly among older viewers – , 16% of those 55+ report watching several times a day – the drop is not dramatic. In fact, 20% in this age group still report watching once a day.

Even outside of daily use, Netflix maintains strong weekly engagement. For example, 23% of those 55 and older say they watch 2-3 times a week. 

So, who’s streaming and how often?

While overall usage varies by service, a few patterns emerge. Hulu and Netflix are integrated into the daily lives of many viewers, especially younger ones, but remain popular across age groups. Disney+ draws its most engaged audience from younger adults, while Prime Video holds steady as a weekly habit for viewers of all ages.

Rather than a one-size-fits-all pattern, each platform reveals how different audiences shape their streaming habits.

Methodology: YouGov Profiles is based on continuously collected data and rolling surveys, rather than from a single limited questionnaire. Profiles data for the US is nationally representative and weighted by age, gender, education, region, and race.