Americans are increasingly opting for free television and watching fewer new scripted shows, according to an analysis of Nielsen viewing data. While specific viewership figures for individual shows remain opaque, the data indicates shifts in viewing habits. YouTube has emerged as the most popular streaming service, surpassing Netflix, which still dominates original content with shows like 'Ozark' being highly popular, despite recent seasons of other major hits like 'Stranger Things' being released too late for full inclusion in the analyzed period.