Sandvine, a data analysis service, released upstream, downstream, and aggregate traffic statistics for North America during peak usage hours. As it turns out, Amazon and Netflix make up 50.31% of downstream traffic during those hours; Amazon Instant Video and Hulu only got 1.61% and 1.29% respectively. It’s further confirmation that most Internet users are spending their time on these services, away from the “traditional” social networks. Indeed, Facebook finished with a paltry 1.31%. It’s important for advertisers to note this big shift in digital that’s trending towards streaming and content consumption, rather than always-on-sharing.