Quarantine streaming is changing the definition of 'primetime' TV

In fact, because so much television is being watched during unconventional daytime hours — and streaming services offer viewers the ability to watch whenever they want — traditional “primetime” TV viewing is being completely altered.

A new study by streaming analytics company Conviva found that streaming TV viewing between the hours of 10am and 5pm is growing as people stay home to combat the spread of Covid-19, the disease caused by the coronavirus. The biggest increase in streaming TV consumption is during the 11am to noon block where viewing time has risen by 43 percent.

Conviva found that more people are watching TV during the hours of 10am and 5pm.

IMAGE: CONVIVA

Streaming watch hours during that daytime period were up almost 40 percent between March 17 and March 23 as compared to the two-week span right before it when most people, who are now home, were still going to work or attending classes.

Traditionally, primetime television hours have been between 8pm and 11pm in the U.S. Networks have historically aired their biggest TV series and events during this timeframe as most people are home from work or school and sitting in front of the TV screen.

But due to the coronavirus pandemic, that’s not the case right now. 

Streaming services provide consumers with the ability to watch practically anything they want, whenever they want. Now that these consumers are stuck at home, they’re shifting the hours where most people are watching TV.

Interestingly, the study found that the only time period to see a drop in viewership is what's traditionally considered the primetime TV hours of 8pm to 11pm, which saw a decrease of about 2 percent. 

Overall, streaming hours in the U.S. have now increased by more than 25 percent as compared to the beginning of March. Streaming hours are also up around the world by more than 20 percent.

Earlier this month, companies like Netflix, Amazon, and YouTube committed to temporarily lowering stream quality to free up bandwidth because so many people were using their platforms. This new study is just the latest confirmation that people are increasingly turning to streaming services to keep themselves busy during the pandemic.