Comscore's 2025 State of Streaming report highlights significant growth in ad-supported streaming services and consumer behavior changes.
Quiver AI Summary
Comscore has released its 2025 State of Streaming report, indicating significant shifts in consumer behavior within the streaming landscape. The report shows a 43% year-over-year increase in total hours watched across major free ad-supported streaming services, highlighting the growing popularity of ad-supported options and FAST channels as they offer affordability and ease of use. For instance, Netflix’s ad-supported tier now accounts for 45% of total household viewing hours. The report reveals that connected TV streaming has reached 96.4 million households, with an average of 6.9 streaming services per household and a total streaming time of 13.9 billion hours. As streaming becomes the primary viewing method, platforms like YouTube have integrated into the everyday viewing experience of U.S. households. The full report provides further insights into trends impacting content, advertising, and technology in the streaming industry.
Potential Positives
- Comscore's 2025 State of Streaming report highlights a significant 43% year-over-year growth in total hours watched across major free ad-supported streaming services, demonstrating a strong market demand for these platforms.
- The increasing popularity of ad-supported tiers on major SVOD services, such as Netflix's rise from 34% to 45% in household viewing hours, indicates a successful shift in consumer behavior towards affordability and accessibility.
- The report reveals that connected TV streaming has reached 96.4 million households, reflecting Comscore's expanding influence in the streaming landscape and solidifying its position as a leader in audience measurement.
Potential Negatives
- Despite reporting increased engagement with streaming services, the growing reliance on ad-supported tiers indicates a potential decline in traditional SVOD subscription revenue models.
- The report highlights that consumer demand is shifting towards affordability and ease of use, suggesting that the premium content offering may not be resonating as strongly, potentially jeopardizing future profitability.
- The streaming market seems to be reaching maturity with modest growth in the number of services utilized per household, which could signal a saturation point that may limit future expansion opportunities for Comscore's services and clients.
FAQ
What does the 2025 State of Streaming report reveal?
The report highlights significant shifts in consumer behavior, showing a 43% year-over-year growth in ad-supported streaming services.
How much time do households spend streaming content?
Households now spend nearly 5 hours per day streaming, becoming the default viewing experience for millions.
What are the key findings regarding ad-supported tiers?
Ad-supported tiers are gaining popularity, with Netflix reporting 45% of household viewing hours on its ad-supported option.
What is the growth trend for connected TV households?
Connected TV streaming reached 96.4 million households, reflecting an increase of 849,000 year-over-year.
Where can I access the full State of Streaming 2025 report?
The complete report is available through a link provided by Comscore for detailed insights on industry trends.
Disclaimer: This is an AI-generated summary of a press release distributed by GlobeNewswire. The model used to summarize this release may make mistakes. See the full release here.
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Full Release
RESTON, Va., Oct. 29, 2025 (GLOBE NEWSWIRE) -- Comscore, a global leader in measuring and analyzing consumer behaviors, today released its 2025 State of Streaming report, revealing how consumer behavior continues to reshape the streaming landscape. A key finding is that audience expansion in both ad-supported (AVOD) and FAST channels shows no signs of slowing with big gains across the board.
Powered by one of the industry’s largest and most comprehensive data sets across platforms, Comscore is uniquely positioned to remove the noise and highlight some of the most significant shifts in consumer behavior and platform behaviors to date. According to the report, total hours watched across major free ad supported streaming services grew by 43 percent year-over-year*.
As advertisers seek scalable, high-impact inventory and consumers demand both affordability and ease of use, FAST channels have emerged as a critical growth engine blending the familiarity of linear TV with the convenience of streaming.
At the same time, ad-supported tiers are gaining popularity across major subscription video on demand (SVOD) services. Netflix now sees 45 percent of total household viewing hours on its ad-supported tier, up from 34 percent just one year ago.
“Consumers are navigating crowded streaming options with the clear intention that they want value, simplicity, and content that’s easy to access,” said Jen Carton, SVP, Product Management, at Comscore. “This year’s State of Streaming reflects that shift and shows how FAST and ad-supported options are meeting those needs in a way that’s culturally resonant and commercially viable. For Comscore, our mission is to illuminate this transformation and help the industry understand what’s next.”
Overall, connected TV (CTV) streaming in internet-enabled homes reached 96.4 million households, an increase of 849,000 year-over-year. The time spent streaming rose to 13.9 billion hours, a 6 percent increase year-over-year. The average household watched content from 6.9 streaming services, reflecting modest growth as the market reaches maturity.
With households now spending nearly 5 hours per day streaming, it has become the default viewing experience for millions of Americans. For many households, creator-driven video sits alongside premium series, sports, and films as everyday viewing. Platforms like YouTube are no longer viewed as “separate categories” but as integral parts of the streaming diet, as the report points out, “more than half of U.S. households stream YouTube content monthly for free.”
The full State of Streaming 2025 report, which explores the trends shaping the future of content, advertising, and technology across screens, is available via this link from Comscore .
* Source: Comscore CTV Intelligence, August 2024 and August 2025, U.S.
About Comscore
Comscore is a global, trusted partner for planning, transacting and evaluating media across platforms. With an unmatched data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore empowers media buyers and sellers to quantify their multiscreen behavior and make meaningful business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry's emerging third-party source for reliable and comprehensive cross-platform measurement.
Media
Marie Scoutas
Comscore, Inc.
[email protected]
