In recent years, the way Americans consume television has undergone a significant transformation. Streaming services have become the primary choice for viewers, surpassing traditional cable and broadcast TV.
Streaming Takes the Lead
According to Adtaxi’s 2025 Streaming TV Survey, 70% of U.S. adults now consider streaming their go-to source for video content. In contrast, only 16.6% turn to cable, and a mere 4.9% opt for broadcast TV as their first choice.
Diverse Viewing Habits
The survey also highlights the prevalence of multi-screen viewing. Approximately 64.8% of adults watch content on smartphones or mobile devices, with the average person using three different screens for viewing.
Subscription Trends
U.S. households subscribe to an average of 3.3 paid streaming services and utilize about 2.7 free, ad-supported platforms. This indicates that free streaming options have become an integral part of the viewing experience.
Traditional TV’s Role
While streaming dominates, traditional TV still holds value for certain live events like sports and news. However, only 7.1% of Americans report no digital consumption, underscoring the widespread adoption of streaming.
Financial Commitment
On average, households spend around $50 per month on streaming subscriptions, reflecting the growing demand for diverse content and the willingness of consumers to invest in personalized viewing options.
The shift towards streaming is not just a trend but a fundamental change in how audiences engage with television content. As streaming continues to evolve, it will be essential for content providers and advertisers to adapt to these new viewing habits.
Source: TV Technology – Study: Vast Majority of U.S. TV Viewers Choose Streaming First