Most U.S. TV Viewers Prefer Streaming Over Traditional TV Viewing

A recent survey conducted by Adtaxi revealed that streaming has become the go-to choice for the majority of Americans when it comes to watching TV and video content. According to the data, 70% of U.S. adults now prefer streaming services over traditional cable or broadcast TV.

The survey, titled the 2025 Streaming TV Survey, also found that consumers are spending an average of $50 per month on streaming content. This shift towards streaming as the default viewing option represents a significant change in how Americans access and consume entertainment.

Key findings from the report include:

– Streaming is the New Normal: 70% of U.S. adults now choose streaming as their primary way to watch TV and video content, with cable making up only 16.6% of default viewing and broadcast TV at just 4.9%.
– Multi-Screen Viewing: Nearly two-thirds of Americans watch video content on smartphones or other mobile devices, indicating a preference for streaming on the go.
– The Subscription Mix: The average U.S. household subscribes to 3.3 paid streaming services and uses 2.7 free, ad-supported platforms, showing that consumers are diversifying their content sources.
– Cord-Cutting Continues: While some viewers still rely on traditional TV for live events like sports and news, streaming has achieved near-total market penetration, with just 7.1% of Americans reporting no digital consumption at all.
– Streaming Spending Trends: The average U.S. household spends approximately $50 per month on streaming subscriptions, reflecting the growing demand for content and the willingness of consumers to curate their own media bundles.

Overall, the survey suggests that streaming has become a central part of the entertainment landscape and that brands looking to reach today’s audiences must embrace digital-first, video-centric advertising strategies. With streaming now the default choice for most Americans, marketers need to incorporate both paid and free platforms into their advertising plans to effectively engage with their target audience.