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.

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.

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