Streaming Is The New Normal

A 2025 study by Adtaxi, reported by TV Technology, found that 70% of U.S. adults now choose streaming services as their default viewing option, a significant shift from traditional TV. 

Only 16.6% of viewers prefer cable as their primary choice, with broadcast TV trailing further behind. The study highlights streaming’s dominance, with the average U.S. household subscribing to 3.3 paid streaming services and using 2.7 free, ad-supported platforms (FAST). 

Key findings from the report as follows:

• Streaming is the New Normal: 70% of U.S. adults turn to streaming as their first choice for TV and video content, while traditional TV continues its decline—cable accounts for just 16.6% of default viewing, and broadcast only 4.9%.
• Multi-Screen Viewing: Nearly two-thirds (64.8%) of U.S. adults watch video content on smartphones or mobile devices, making it the most popular screen for streaming. Consumers now use an average of three different screens to watch content.
• The Subscription Mix: The average U.S. household subscribes to 3.3 paid streaming services while also using 2.7 free, ad-supported platforms, reinforcing that FAST (Free Ad-Supported Streaming TV) is now a core part of the viewing experience, not just an add-on.
• Cord-Cutting Continues, But Some Traditions Hold: While streaming dominates, some viewers still hold onto traditional TV for live events like sports and news. However, just 7.1% of Americans report no digital consumption at all, proving that streaming has reached near-total market penetration.

Consumers spend approximately $50 per month on streaming subscriptions, reflecting a willingness to curate personalized media bundles.

 While streaming is the go-to for most, traditional TV retains some relevance for live events like sports and news, though only 7.1% of Americans report no digital consumption. This trend underscores a broader move away from cable and broadcast TV, with streaming becoming the cornerstone of modern media consumption.