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Illustration: Sarah Grillo/Axios

Streaming now accounts for nearly 20% of television consumption for most Americans, almost doubling since 2018, a new report from Nielsen shows.

Why it matters: The data shows how quickly consumers are flocking to streaming as a replacement or complement to traditional TV.

Details: Per the report, Netflix accounts for a whopping 31% of streaming time — the largest share of any service — followed by YouTube (21%), Hulu (12%) and Amazon Prime (8%).

  • To no surprise, younger consumers aged 18-34 are most likely to subscribe to several streaming services, and spend the most amount of their TV time streaming.
  • But the vast majority (87%) of older adults 65 years and older subscribe to at least one streamer as well, per the study, demonstrating a societal shift in how television is consumed.

Be smart: Nearly half of U.S. viewers subscribe to three or more steaming services, and that number could increase as streaming becomes even more popular.

  • While one study has suggested that the average American is willing to pay around $42 monthly for streaming services, Nielsen found most consumers (93%) are willing to increase the amount of streaming services they pay for, or at the very least, keep the ones they currently have.
Expand chart
Total Audience Report Reproduced from The Nielsen Total Audience Report, February 2020; Chart: Axios Visuals

The big picture: Last year saw one of the sharpest increases in cord-cutting ever, with almost 1.5 million video subscribers from the four biggest pay-TV providers cutting the cord, according to senior media analyst Michael Nathanson.

  • That's roughly 300,000 worse than what was expected and roughly 700,000 worse than the previous year.
  • A majority of U.S. households (73%) now have access to an internet-connected video device where they can stream video, per Nielsen, making it easier for users to find a video alternative once they do finally cut the cord.

Yes, but: As more streaming platforms emerge to compete for consumers' attention and budgets, the burden is falling on consumers to navigate an overwhelming number of streaming choices.

  • More than 646,000 shows were available in the U.S. across both linear and streaming services last year, a 10% increase from all of 2018, per the study.

Go deeper:

Go deeper

Chicago releases video of fatal police shooting of 13-year-old boy

A small memorial is seen on April 15 in Chicago where 13-year-old Adam Toledo was shot and killed by a police officer in March. Photo: Kamil Krzaczynski/Getty Images

Chicago's independent police review board on Thursday released the body camera footage of an officer's fatal shooting of 13-year-old Adam Toledo on March 29.

The big picture: Tension continues to rise nationwide in response to police misconduct and racism. Thursday's footage release comes days after officer Kim Potter fatally shot Daunte Wright in a traffic stop near Minneapolis, where the trial of Derek Chauvin, a former police officer accused of murdering George Floyd, is ongoing.

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State AG candidate Jen Jordan talks Georgia's time under the microscope

Georgia has become the center of American politics, in an era wherein state issues and officials have taken on elevated national prominence.

Axios Re:Cap speaks with Georgia state Sen. Jen Jorden, a Democrat running for attorney general, about her state's time in the national spotlight, if she'd defend the voting law as AG and if Will Smith should have pulled his movie production from her state.

Migrants cite Mexican law as incentive for heading north

Monitored by a caretaker, young unaccompanied immigrants, ages 3-9, in a playpen at a Homeland Security holding facility in Donna, Texas, last month. Photo: Dario Lopez-Mills - Pool/Getty Images

A Mexican law against the detention of minors who are headed to the U.S. border may unintentionally be encouraging more attempts by children to cross over.

The state of play: Teenagers from Honduras told Reuters they decided to cross to the U.S. through Mexico because of the law, which gives them temporary protection from deportation, as they felt safer making the attempt.