A 2025 Horowitz Research study underscores streaming’s rising dominance, revealing that 61% of weekly TV content viewing now occurs on streaming platforms, up from 45% in 2024 and 38% in 2020.
Traditional MVPDs and live over-the-air broadcasts, by contrast, account for just 35% of viewing, down from 44% in 2024, 58% in 2020, and 70% in 2015, when streaming made up only 23% of weekly viewing.
The State of Media, Entertainment, and Tech Volume II: Viewing Behaviors, 2025 Edition report also emphasizes streaming’s growing role in live content consumption. While 85% of viewers watch some live content, 40% use FAST services for live viewing, surpassing the 36% using cable or satellite. Additionally, 33% use SVOD services like Netflix and Max for live content, driven by expanded sports programming. YouTube ranks fourth for live viewing at 19%, followed by virtual MVPDs like Sling TV (16%) and TV antennas for over-the-air broadcasts (11%).
Among streaming categories, SVOD dominates with a 59% share of streaming content time, followed by FAST (27%), vMVPDs (5%), and TV Everywhere services (1%). Younger viewers lean heavily on streaming, with 18-to-34-year-olds dedicating 75% of their weekly TV viewing to streaming platforms, followed by 35-to-49-year-olds (67%) and those 50 and older (48%).
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