Consumers are spending more time and money on video entertainment than they have in years, according to TiVo’s latest Video Trends Report. The findings suggest that video remains one of the most resilient categories in the media industry, even as streaming fragmentation, subscription fatigue, and economic uncertainty reshape how audiences discover and consume content. For advertisers, media companies, and streaming platforms, the report highlights a growing challenge: viewers are watching more, but finding content is becoming increasingly difficult.

The streaming industry has spent years focused on competition for audience attention. According to new research from TiVo, the challenge may no longer be convincing consumers to watch more video—it may be helping them navigate an increasingly crowded entertainment ecosystem.

TiVo's Q4 2025 Video Trends Report paints a picture of a media landscape where engagement remains remarkably strong despite growing fragmentation. Households now subscribe to more than 10 video services on average, daily viewing exceeds five hours, and monthly entertainment spending has climbed to $161, reversing declines that followed the post-pandemic normalization of viewing habits.

The findings underscore a reality that many media executives have long suspected: video entertainment continues to occupy a privileged position in consumer spending priorities, even as economic pressures affect discretionary purchases across other categories.

Yet the report also reveals a paradox. While viewers have access to more content than ever before, discovering that content is becoming increasingly complex.

Approximately 40% of consumers report checking two or three separate streaming applications before deciding what to watch. That behavior highlights a growing friction point for both consumers and content providers. As streaming services multiply and content libraries become fragmented across platforms, viewers are spending more time searching and less time engaging.

For marketers and media companies, the implications are significant.

Content discovery is no longer occurring solely within streaming platforms. Word-of-mouth recommendations influence nearly half of viewers, while social media now plays a major role in helping audiences find programming. This shift is reshaping how entertainment brands think about audience acquisition, promotion, and engagement.

The trend aligns with broader changes across the digital media industry, where recommendation engines, social platforms, and algorithmic feeds increasingly act as gateways to content consumption.

One of the most notable findings from the report is the continued strength of local programming and live content.

Local content now accounts for nearly 30% of viewing time, representing a meaningful increase compared with the previous year. Sports programming also remains a powerful driver of audience engagement, with nearly 60% of sports viewers relying on traditional pay television as their primary source for live events.

The continued importance of sports is particularly relevant as media companies invest billions of dollars in live rights agreements. While streaming platforms have aggressively expanded into sports, the report suggests traditional television remains deeply embedded in how many viewers access premium live content.

For advertisers, this creates a dual-platform environment where audiences are increasingly fragmented across streaming services while remaining concentrated around key live events.

The report also highlights continued growth in ad-supported viewing models, one of the most important developments in the streaming industry.

More than half of consumers now subscribe to ad-supported streaming tiers, while adoption of ad-supported video-on-demand (AVOD) and free ad-supported television (FAST) services has reached 70%. Together, AVOD and FAST platforms account for 13% of total viewing time.

This shift reflects changing consumer attitudes toward subscription spending. As streaming costs rise, viewers are becoming more willing to accept advertising in exchange for lower subscription fees or free access to content.

Platforms such as Pluto TV, Tubi, Roku Channel, and Amazon Prime Video continue to benefit from this trend, attracting audiences seeking value-oriented entertainment options.

The growing popularity of FAST channels is particularly important for the advertising technology ecosystem.

Unlike subscription-only streaming services, FAST platforms offer advertisers scalable inventory, audience targeting capabilities, and measurable engagement opportunities. As marketers look for alternatives to traditional television advertising, these platforms are emerging as increasingly attractive channels for brand campaigns.

Another finding with implications for advertisers involves the role of smart TV interfaces.

According to the report, consumers spend 57% of their non-viewing television time on smart TV home screens. This transforms the home screen from a navigation tool into a valuable advertising and content discovery environment, creating new opportunities for platform operators and marketers alike.

The findings arrive as streaming services face mounting pressure to balance subscriber growth, profitability, and user experience. While content investment remains critical, the report suggests discovery and curation may become equally important competitive differentiators.

Industry analysts have increasingly argued that the next phase of streaming competition will center less on content quantity and more on helping viewers efficiently find relevant programming.

As entertainment options continue expanding, consumers are demonstrating a clear preference for simplicity, convenience, and value. Services that reduce search friction and improve content discovery may gain a meaningful advantage in an increasingly saturated market.

For advertisers, publishers, and streaming platforms, TiVo’s latest research delivers a clear message: audiences remain deeply engaged with video, but engagement alone is no longer enough. In a fragmented media ecosystem, helping consumers find what they want may become just as important as creating the content itself.

Market Landscape

The global streaming and connected TV market is entering a new maturity phase. According to industry forecasts from Gartner and Statista, streaming adoption remains strong, but consumer attention is increasingly distributed across subscription, ad-supported, and free streaming environments.

Major media and technology companies including Netflix, Disney, Amazon, Google, Roku, Comcast, Warner Bros. Discovery, and Paramount are investing heavily in content discovery, advertising infrastructure, recommendation systems, and audience analytics.

As connected TV advertising continues to grow, industry focus is shifting toward viewer retention, content personalization, and cross-platform discoverability. For advertisers and publishers, solving discovery challenges may become one of the most valuable opportunities in the next generation of digital media.

Top Insights

•  TiVo's Q4 2025 report found consumers are watching more than five hours of video daily and subscribing to over 10 services on average.
• Streaming fragmentation is creating discovery challenges, with 40% of viewers checking multiple apps before deciding what to watch.
• Ad-supported streaming continues to gain momentum, with 54% of consumers using ad-supported subscription tiers and 70% engaging with AVOD or FAST services.
• Local programming and live sports remain key audience drivers, reinforcing the value of premium live content in an increasingly fragmented media environment.
• Smart TV home screens are becoming critical discovery and advertising channels as viewers spend more non-viewing time navigating connected television interfaces.

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