Fewer people are tuning into live television, with a particularly sharp decline among younger generations, according to a recent study by Attest, a New York-based consumer research platform. The study reveals that 28% of consumers report not watching live TV (traditional broadcast or cable shows) on an average day. This marks a steady increase from 20% in 2023 to 24% in 2024, and now over a quarter of respondents in 2025.
The drop is most pronounced among Generation Z (under 30 years old), with 41% saying they typically do not watch live TV, compared to 27% of adults aged 31–49 and 20% of those over 50.
For Gen Z viewers who do watch live TV, viewing time is minimal, typically 30 minutes to an hour daily. In contrast, a quarter of this group streams TV for one to two hours daily, and another 25% streams for three to four hours, highlighting a clear preference for on-demand content.
Younger generations, raised in the era of on-demand content, rarely rely on live TV schedules like their parents did. Instead, they enjoy the flexibility of watching on smartphones, tablets, laptops, or TVs, further reducing live TV viewership/
This shift is evident in declining TV ratings for nearly all live events. Even major broadcasts like the Oscars and Grammys have hit record-low audiences, with the Super Bowl remaining a rare exception in drawing large crowds.
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