TV Viewing Habits Shift: Cord-Cutters Return, Content Libraries Rule
TiVo's latest report reveals a shift in TV viewing habits. More people are cutting the cord, but many are returning to traditional TV. Consumers are now choosing services based on content libraries and original shows. Smart TV ownership is at an all-time high, and video consumption is increasing.
The TiVo Q2 2025 Video Trends Report shows that 31.9% of respondents who cancelled traditional TV subscriptions have resubscribed. This indicates a growing interest in the variety and convenience offered by traditional TV.
Consumers are now prioritising expansive programming libraries and original content when selecting services. This is reflected in the increasing popularity of streaming services like Peacock, Paramount+, and Prime Video, which are the top three ad-supported tiers, used by 87% of respondents.
Smart TV ownership has surged to 75.2%, enabling easier access to streaming services. This, coupled with an increase in video spend and time spent watching content, has led to an average increase in the number of services used, from 9 to 10.
Local content has also gained importance, with 61% of respondents valuing it. Bundles that offer diverse content across multiple services are becoming more popular, with TiVo's report showing a growing traction for video service bundles in the US and Canada.
There's a notable shift in daytime viewership, with 41.5% of SVoD content now consumed during primetime. This could be due to the increasing availability of high-quality content at various times of the day. In terms of ad-supported SVoD services, Disney leads with its Disney Bundle, capturing 19.8% of the market share.
In-car viewing is also on the rise, with the rear passenger seat being the most popular spot for watching content, preferred by 42.3% of passengers.
TiVo's Q2 2025 Video Trends Report underscores the evolving nature of TV viewing habits. Consumers are seeking diverse content, leading to an increase in the number of services used and a resurgence in traditional TV subscriptions. The growing importance of local content and the shift in viewing times indicate a more personalised and flexible approach to TV consumption.
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