TV Consumption Trends in 2025
In 2025, television consumption continues to undergo a dramatic transformation as traditional viewing habits give way to digital alternatives. While linear TV still holds relevance—especially among older demographics—streaming platforms, smart TVs, and on-demand content are now the dominant forces reshaping the way people engage with video entertainment. Daily TV time remains high across age groups, but the method of consumption has shifted toward multi-platform, personalized viewing experiences that fit modern lifestyles.
A key trend in 2025 is the rise of hybrid content consumption, where viewers combine live broadcasts, streaming services, and short-form mobile videos throughout the day. Audiences are no longer confined to the living room or primetime hours; instead, TV content is consumed anytime, anywhere—on phones, tablets, laptops, and smart displays. This fragmentation poses challenges for advertisers and broadcasters but also opens up new opportunities for targeted content delivery and deeper viewer engagement.
TV Viewing Statistics 2025
Global internet users spend an average of 3 hours and 13 minutes watching television each day across all distribution formats, including linear TV, streaming platforms, and recorded content. This represents a modest 3.8% increase (7 minutes) compared to the previous year, though it’s down approximately 10 minutes per day (-5%) from two years ago.
| Metric | Value | Change |
|---|---|---|
| Daily TV viewing average | 3 hours 13 minutes | +7 minutes vs last year (+3.8%) |
| Two-year comparison | 3 hours 13 minutes | -10 minutes vs two years ago (-5%) |
| Internet vs TV usage | Internet > 2x TV time | N/A |
| Connected TV access | 30%+ of users | Access content via TV sets |
Interestingly, people now spend more than twice as long using the internet daily as they do watching television. However, this comparison becomes more complex when considering that streaming TV shows and movies account for a significant portion of daily internet time, and over 30% of users access connected content through their TV sets, blurring the traditional boundaries between these media formats.
TV vs Internet Usage 2025
Current TV consumption levels remain meaningfully higher than most of the past decade, with only 2019 showing higher daily averages. While viewing time has decreased from the peak levels seen during COVID-19 lockdowns, the current figures demonstrate television’s enduring appeal and resilience as a medium.
| Historical Context | Percentage/Status |
|---|---|
| Monthly TV viewers | 97.5% of internet users |
| Social media/messaging users | 97.3% of internet users |
| TV vs Social media popularity | TV leads by 0.2% |
| Peak viewing period | COVID lockdowns (higher than current) |
| Historical comparison | Higher than most of last decade (except 2019) |
Perhaps most remarkably, despite persistent predictions that the internet would “kill” television, 97.5% of internet users watch at least one form of TV each month. This percentage actually exceeds the 97.3% who use social networks or messaging platforms monthly, suggesting that TV remains marginally more popular than social media.
Linear TV vs Streaming 2025
Cable and Broadcast TV Still Lead Global Viewing Time
Contrary to popular perception, linear TV accounts for approximately 57% of total TV viewing time globally, while streaming platforms capture just over 43% of the market. This data, covering 54 of the world’s largest economies, reveals the continued strength of traditional broadcast and cable television.
| Format | Share of TV Time | Coverage |
|---|---|---|
| Linear TV (broadcast/cable) | ~57% | 54 largest economies |
| Streaming platforms | ~43% | 54 largest economies |
| Only streaming majority | Ages 16-24 | ~51% of their viewing time |
TV Viewing Age Demographics 2025
The distribution between streaming and linear TV varies dramatically by age group:
| Age Group | Daily TV Time | Streaming Share | Linear TV Share | Streaming Time | Linear TV Time |
|---|---|---|---|---|---|
| 16-24 (Young Adults) | 2h 44m | ~51% | ~49% | 1h 24m | 1h 20m |
| 55-64 (Pre-Retirement) | ~25% more than 16-24 | <33% | >67% | N/A | N/A |
| Overall Average | 3h 13m | ~43% | ~57% | N/A | N/A |
16-24 Age Group (Young Adults)
- Streaming accounts for approximately 51% of viewing time
- Linear TV comprises 49% of viewing time
- Total daily TV consumption: 2 hours and 44 minutes
- Streaming time: 1 hour and 24 minutes
- Linear TV time: 1 hour and 20 minutes
55-64 Age Group (Pre-Retirement)
- Linear TV dominates with over two-thirds of viewing time
- Watch approximately 25% more TV than the youngest cohort
- Represent the highest total consumption demographic
TV Marketing Demographics 2025
Television Engagement Patterns by Generation in 2025
The research reveals fascinating contradictions in viewing behavior across age groups. While younger people (16-24) watch less television overall, they are actually the most likely to watch at least some television, with only 2% saying they don’t watch any type of TV. Conversely, people aged 55-64, despite their higher overall viewing time, are most likely to avoid TV entirely, with 3.1% reporting no television consumption.
| Age Group | Non-TV Viewers | TV Viewing Behavior | Notes |
|---|---|---|---|
| 16-24 | 2% | Most likely to watch some TV | Lower overall time but higher participation |
| 55-64 | 3.1% | Most likely to avoid TV entirely | Higher overall time but some complete avoidance |
| Overall | 2.5% | 97.5% watch at least some TV monthly | Consistent across demographics |
TV Advertising Effectiveness 2025
For marketers, these demographic trends carry particular importance. TV advertisements remain the primary source of brand discovery for internet users aged 55-64, ranking ahead of search engines, word-of-mouth, and online advertising. This finding underscores the continued relevance of traditional TV advertising, especially for reaching older, higher-spending demographics.
| Brand Discovery Source (Ages 55-64) | Ranking | Marketing Implication |
|---|---|---|
| TV advertisements | #1 | Primary discovery channel |
| Search engines | #2 | Secondary to TV ads |
| Word of mouth | #3 | Traditional referral method |
| Online advertising | #4 | Lower than traditional TV |
Streaming Market Analysis 2025
Streaming Platform Market Share Growth Remains Minimal
When excluding viewers aged 65 and above (who are significantly less likely to watch streaming content), streaming’s share of total TV time has increased slightly from 44.0% in Q4 2022 to 44.5% currently among audiences aged 16-64.
| Time Period | Streaming Share (Ages 16-64) | Change | Notes |
|---|---|---|---|
| Q4 2022 | 44.0% | Baseline | Post-methodology change |
| Current | 44.5% | +0.5% | Modest growth over ~2 years |
| Excluded demographic | 65+ | N/A | Less likely to stream |
Streaming Subscription Trends 2025
The percentage of internet users paying for TV or movie streaming subscriptions has remained relatively static since COVID-19 lockdowns, hovering between 30-32% for the past four years. This stability suggests that while people didn’t cancel subscriptions en masse post-lockdown, growth in paid subscriptions has largely plateaued.
| Metric | Percentage | Duration | Trend |
|---|---|---|---|
| Paid streaming subscribers | 30-32% | Past 4 years | Static/plateau |
| Post-COVID behavior | No mass cancellations | Since lockdown end | Stable retention |
| Growth pattern | Minimal fluctuation | 2020-2024 | Limited expansion |
Streaming vs Payment Gap 2025
The Massive Disparity Between Streaming Viewership and Subscriptions
One of the most striking findings reveals a significant gap between streaming consumption and payment:
- Nearly 92% of internet users watch some form of streaming TV monthly
- Only 31.5% pay for streaming subscriptions
- This means approximately one in three streamers currently pays for content
| Streaming Behavior | Percentage | Ratio |
|---|---|---|
| Monthly streaming viewers | ~92% | Nearly all internet users |
| Paid subscribers | 31.5% | One in three users |
| Viewer-to-payer ratio | ~3:1 | Gap between consumption and payment |
| Paying streamers | ~33% | Minority of streaming audience |
Household Sharing Dynamics
This disparity doesn’t necessarily indicate widespread password sharing or exclusive reliance on free content. In most households, only one person pays for streaming access, with family members sharing the subscription. Netflix’s Q4 2024 earnings showed over 300 million subscribers, and considering the global average household size of 3.7 people (lower in wealthier countries where most subscribers live), roughly one billion people may have legitimate access to paid Netflix subscriptions.
| Netflix Metrics | Value | Calculation |
|---|---|---|
| Q4 2024 subscribers | 300+ million | Official earnings data |
| Global household size | 3.7 people average | UN data (lower in wealthy countries) |
| Estimated legitimate users | ~1 billion | 300M × 3.7 (approximate) |
| Wealthy country adjustment | Lower household size | Where most subscribers live |
Market Potential and Future Outlook
Growth Opportunities
The data suggests considerable potential for growth in paid streaming services. With nearly 92% of connected adults watching streaming content monthly but only about one-third paying for subscriptions, there remains substantial room for conversion to paid services, even for market leaders like Netflix.
| Growth Potential Metrics | Current Status | Opportunity |
|---|---|---|
| Streaming viewers | 92% of internet users | Established audience base |
| Paid subscribers | ~31.5% | Conversion potential |
| Unpaid viewers | ~60.5% | Target for monetization |
| Market leader position | Netflix 300M+ subscribers | Room for expansion |
| Conversion opportunity | 2-3x current subscribers | Significant growth potential |
Industry Implications
The research challenges common assumptions about the streaming revolution and suggests a more nuanced reality:
| Key Finding | Traditional Assumption | Data Reality | Industry Impact |
|---|---|---|---|
| TV dominance | Streaming is taking over | Linear TV: 57% vs Streaming: 43% | Traditional TV remains strong |
| Demographics | Young people drive streaming | Only 16-24 prefer streaming (51%) | Age-based content strategies needed |
| Monetization | Most streaming viewers pay | Only 31.5% pay for subscriptions | Major conversion opportunity |
| Media consumption | Internet replacing TV | 97.5% still watch TV monthly | Complementary rather than replacement |
- Traditional TV resilience: Linear television’s continued dominance indicates that rumors of its death have been greatly exaggerated
- Demographic targeting: Age-based viewing preferences offer clear guidance for content creators and advertisers
- Monetization opportunities: The gap between viewership and subscription rates suggests untapped revenue potential
- Hybrid consumption: The blurring lines between internet and TV consumption point toward an integrated media landscape
Disclaimer: The data research report we present here is based on information found from various sources. We are not liable for any financial loss, errors, or damages of any kind that may result from the use of the information herein. We acknowledge that though we try to report accurately, we cannot verify the absolute facts of everything that has been represented.
