Majority of U.S. Television Viewers Opt for Streaming Services as their Preferred Watching Method
Streaming Dominates: The New Entertainment Landscape
In the ever-evolving world of entertainment, a new survey by Adtaxi reveals that streaming services have become more than just an alternative—they're the primary choice for video content. A whopping 70% of U.S. adults now select a streaming service as their go-to for TV and video, superseding traditional TV's decline [1][2].
- The Shift Towards Streaming: Traditional TV, once a cornerstone, has been dethroned. Cable now accounts for just 16.6% of default viewing, while broadcast TV captures a mere 4.9% [1]. This surge in streaming numbers highlights a paradigm shift, with viewers forever bound to their screens.
- Multi-Screen Era: More than half of U.S. adults today watch video content on smartphones or mobile devices [1]. The average consumer now relies on a trio of screens to catch their favorite shows.
- The Subscription Spectrum: The average U.S. household subs to 3.3 paid streaming services while simultaneously using 2.7 free, ad-supported platforms [1]. Popularity of FAST (Free Ad-Supported Streaming TV) is clearly on the rise, no longer serving as a mere add-on but becoming an integral part of the viewing experience.
- Cord-Cutting Evolution: While traditional TV still holds a sliver of appeal for live events like sports and news, only 7.1% of Americans have fully embraced the digital detox [1]. This proves that streaming has almost conquered the market.
- Streaming Budgeting: Today, the average U.S. household spends approximately $50 monthly on streaming subscriptions [1]. At the same time, the number of high-spending streamers is steadily rising.
Adtaxi's director of research, Murry Woronoff, emphasized, "Streaming TV now rules the roost. For marketers, it's no longer a secondary channel—it's the backbone of media strategies intended to engage with today's audiences. As we hurtle towards 2025, it's clear that brands must prioritize digital-first, video-centric strategies to make their mark."
To uncover more insights into media consumption and advertising strategies, dive into the 2025 Streaming TV Survey Report (available for purchase here) [3].
[1]: Based on the 2025 Streaming TV Survey from Adtaxi[2]: Reinforced by the IAB report's focus on advertising spend trends[3]: The professional video industry's #1 source for news, trends, and product and tech info. Subscribe below for more insights.
- Digital-first, video-centric strategies have become crucial for marketers aiming to engage with today's audiences, as streaming TV now stands at the forefront of media strategies [3].
- The integration of streaming platforms into general-news and entertainment content consumption is a dominant trend, with viewers increasingly relying on them for their daily dose of media [1].
- With the surge in streaming technology, the line between digital television and traditional broadcast seems to be blurring, as video content is becoming more accessible on multiple devices [1].
- The entertainment landscape is witnessing a significant shift, with streaming platforms like Netflix, Hulu, and Disney+ becoming key players, offering a diverse array of content ranging from movies to news [3].
- The future of video content consumption appears to be irrevocably tied to streaming, with consumers spending an average of $50 monthly on streaming subscriptions, indicative of a thriving market [1].
