primetime

Primetime, or prime time, is the block of the day with the highest television viewership, traditionally reserved for the most popular or highest-profile programs. In broadcast and streaming media, primetime is the period during which networks and platforms expect the largest audience and, consequently, the highest advertising revenue. The concept exists in radio and television and is a form of dayparting used to schedule content for maximal reach.

Origins trace to the rise of television in the mid-20th century when major networks aimed programs at households during evening hours. Hours vary by country and time zone, but in many regions primetime falls roughly in the early evening to late night, commonly spanning about three to five hours. In the United States and Canada, it has often been defined as roughly 7 to 11 pm local time, with minor variations by network and season. In some markets, early-evening hours may be included, while late-night blocks extend into 11 or 12 am.

Content traditionally includes scripted dramas and comedies, reality programs, live broadcasts, and special events. Ratings during primetime influence licensing, production budgets, and scheduling decisions. Advertisers prefer primetime because of larger audiences and the ability to reach broad demographics.

With the rise of streaming and on-demand services, the strict boundaries of primetime have blurred. Viewers can watch high-profile programs at varying times, and some platforms release content in nontraditional windows. Nevertheless, the term remains in common use to describe peak audience periods and prime-time slots on traditional networks. Primetime remains a central concept in media planning, program development, and broadcast economics.