Report
The State of Streaming
From TV Data Pioneer to AI and Media Intelligence Leader
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From TV Data Pioneer to AI and Media Intelligence Leader
Success now requires a nuanced understanding of viewership, with real-time identification of key engagement moments and AI-driven alignment between context and brand messaging. Humans alone can’t navigate this – 2025 will be remembered as the year of agentic.
46M+
The majority of TV time is spent on streaming
67%
On average, 67% of viewership for shows available on both linear and streaming happens on streaming
3.2
The average household maintains between 3 and 4 streaming subscriptions at a time
8x
Movies released on streaming drive 8x more viewership than PVOD on average
Streaming TV is now the mainstream at 60% of TV time
Streaming platforms now account for 60% of all TV viewing time, with linear representing just 40%. What began as cord-cutting among younger audiences has become standard viewing behavior, with contemporary audiences expecting on-demand access to their favorite programs. This 60-40 split serves as the foundational metric for content production and media buying strategies.
The share of time spent with streaming TV is increasing each month
The monthly trajectory of streaming vs. linear TV time during 2025 demonstrates that streaming’s dominance will only increase, as each month saw an increasingly higher ratio of streaming to linear. While month-over-month changes appear incremental, they represent significant audience migration when measured against billions of viewing hours. The data shows that linear TV isn't collapsing overnight, but it is in managed decline.
Disney+ is the winning platform among diverse groups
Highest Hispanic representation
10%
Highest Asian representation
17%
Highest Black representation
18%
The average U.S. household has 3-4 streaming subscriptions
Only 17% of households subscribe to one service, while nearly 40% maintain four or more.
3.2
STREAMING SUBSCRIPTIONS
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