Streaming in the Lead: Majority of U.S. TV Consumers Choose Digital Video First

– 70% of U.S. viewers continue to turn to streaming first, while broadcast and satellite fall below 5% –
PLUS: Cord-cutting persists while lower-cost paid options look to gain in popularity

DENVER, CO (April 16, 2025)— Adtaxi, one of the nation’s fastest-growing digital marketing agencies, today announced the results of its 2025 Streaming TV Survey. The findings were clear: streaming continues not to be an alternative to traditional TV—it’s the primary way Americans watch video content. Streaming TV accounts for the majority of video consumption, with 70% of U.S. adults selecting a streaming service as their default viewing choice. Meanwhile, cable and broadcast TV continue their decline.

“As of 2024, streaming TV had fully crossed into the mainstream. For advertisers, it’s no longer a complementary channel to broadcast and cable—it’s the foundation of any media plan built to reach today’s audiences,” said Adtaxi Director of Research Murry Woronoff. “For 2025 and beyond, brands must lead with digital-first, video-centric strategies to capture attention, drive engagement, and influence purchase decisions across every generation.”

Among Adtaxi’s survey findings on streaming viewership:

Streaming is the New Normal: 70% of U.S. adults turn to streaming as their first choice for TV and video content, while traditional TV continues its decline—cable accounts for just 16.6% of default viewing, and broadcast only 4.9%.

Multi-Screen Madness: Nearly two-thirds (64.8%) of U.S. adults watch video content on smartphones or mobile devices, making it the most popular screen for streaming. Consumers now use an average of three different screens to watch content.

The Subscription Mix: The average U.S. household subscribes to 3.3 paid streaming services while also using 2.7 free, ad-supported platforms, reinforcing that FAST (Free Ad-Supported Streaming TV) is now a core part of the viewing experience, not just an add-on.

Cord-Cutting Continues, But Some Traditions Hold: While streaming dominates, some viewers still hold onto traditional TV for live events like sports and news. However, just 7.1% of Americans report no digital consumption at all, proving that streaming has reached near-total market penetration.
Streaming Spending Trends: The average U.S. household now spends roughly $50 per month on streaming subscriptions, reflecting both the increasing demand for content and the willingness of consumers to curate their own media bundles. While most households keep costs modest, the number of high-spending streamers is growing.

“The findings of our 2025 Streaming TV Survey provide essential insights for marketers as they plan their advertising strategies for the year ahead,” said Chris Loretto, EVP of Adtaxi. “With streaming the default viewing choice for the majority of Americans, successful brands must embrace both paid and free platforms to effectively reach their target audiences.”

To view the full report, click HERE.

Methodology
This survey was conducted online using SurveyMonkey among a national sample of 1,021 adults across U.S. geographic regions, income levels, genders, and ages. The survey was conducted on January 6th, 2025.

###

About Adtaxi
Founded in 2010 within MediaNews Group, Adtaxi made its mark in programmatic advertising before expanding into search, social, and connected TV. Over time, Adtaxi has refined and perfected its holistic performance-based strategy, which became the foundation of Quantum, originally launched in 2015. Leveraging the power of people plus technology, Adtaxi’s innovative full-funnel methodology leverages various tools and processes throughout the client lifecycle to drive omnichannel optimizations across channels to maximize performance and deliver superior value for advertisers. Adtaxi functions as a true partner with its clients, acting as a single point of contact and support through multi-platform campaign cycles. Find Adtaxi on LinkedIn, Instagram, and Facebook.