Q22025TiVoVideoTrends

Report:NorthAmerica

THEGREATREBUNDLINGContinuesasviewersspring

thru

2025INTRODUCTIONThisspring,

NorthAmericanvideoentertainmentconsumptioncontinuedto

notablychange.According

to

TiVo’s

Q2-2025Video

Trends

Report,viewers

are

now

using

close

to

11differentvideosources,includingcableandsatelliteTV,

premium

streaming

services,

social

platforms,

and

freead-supportedoptions.This

unprecedentedvariety

hasgiven

risetoafragmented

butvibrant

entertainment

landscape,whereconsumers

have

moreoptionsthanever

before.Withthesechoices,spendingonvideoentertainmentalso

saw

a

seasonal

increase.

On

average,consumers

are

paying$20-30more

per

month

than

they

did

the

previous

year,

driven

largely

byseasonal

priceincreases,aswellasthe

popularityof

bundled

service

offeringsfor

exclusive

contentavailableonlyonselect

platforms.Thiswillingnesstospend

highlights

a

strong

desire

for

personalized

and

high-qualityviewingexperiencesaswellasthe

resiliencyofvideo

inthese

trying

economic

times.Despitethisabundance,contentdiscovery

remainsachallenge.

Fewerviewers

are

turning

totraditional

advertising—such

as

commercials—to

find

new

shows

or

movies.

The

number

relyingon

commercials

for

discovery

has

dropped

by5%

since

last

year,

and

by

over

14%

since

mid-2022.Instead,audiencesareseeking

recommendationsfromfriends,social

media

buzz,

online

reviews,

andalgorithm-drivensuggestions.Astheworldofvideoentertainmentcontinuesto

diversify,

consumersand

providers

alike

must

navigateanever-evolving

landscape—whereinnovationin

content

deliveryand

discovery

is

as

importantasthecontent

itself.2TiVo

Q22025Video

Trends

ReportTABLEOFCONTENTSAverageVideoService

Usage

3Q2-2025Video

Spending

4Device

Mix

5SmartTVs

6Discovery

Dilemma

7DailyViewership

8In-CarVideoConsumption

9Pay-TV10SVOD

11TVOD

12FreeAVOD/FAST

13SocialVideo/

UGC

14AdTolerance/ShoppableAds

15Conclusion/

Glossary

16?2025Xperi

Inc.

74.5%70.5%66.7%64.3%62.4%60.8%56.2%53.1%AVERAGENUMBEROF

SERVICESREVERTINGTO2023LEVELS;

44%REPORTED

THE

USE

OF

AT

LEAST

ONE

BUNDLE19.8%14.7%

9.2%

8%

8%

6.6%

5.5%

5.4%4.8%3.7%

3.2%

2.6%

2.3%

1.2%PerceptionsofthequalityofprogrammingacrossfreeservicesincreasedinQ22025,withAVODservicesseeingan8%jumpinqualityfromQ22024.QualityPerception

ByScreen(%ofrespondentswhowatcheachservicewhorateserviceasmoderatetoverygoodquality)Higherhouseholdincomesaregenerallyassociatedwithahighernumberof

sources,particularlyforthoseearning$100k+Averagenumberofvideoservices(%oftotalrespondentsbyincomelevel)Respondentsuseanaverageof

10.87

sources,comparedto9.10

in

Q22024.Averagenumberofvideoservices:Paidvs

Non-Paid(%oftotalrespondents)14.613.810.59.6

9.43

TiVo

Q22025Video

Trends

Report

?2025Xperi

Inc.6.9

7.05.07.66.33.93.1100%80%60%40%2%0%Q22022Q42022

Q22023Q2

2024Q2

2025(%oftotalrespondents;Doesn’tincludeAmazon,Checkallthatapply)SVOD

VMVPD(ad-supported)60%50%40%30%20%10%0%Under$20K$20K-$50K$50K-$100K$100K-$200K

$200K+3.93.4DirecTVStreamEntertainmentBundleSpotifyStudentAccountHulu15129630T-MobileNet?ixHuluMLB

TV

Q22024Q22025MostPopularVideo

BundlesX?nity/NOWStreamsaverT-MobileMLSSeason

PassParamount+ShowtimePaidServicesNon-PaidServicesWalmart+Paramount+Disney+HuluMaxT-MobileAmazon

PrimeInstacartPeacockTVnetworkapps876543FREEAVOD/FASTVerizonNet?ixVerizonDisney+SVOD(ad-free)CricketMaxStarzBritboxPay-TV3.866.3%61.0%71.0%65.1%

Q22023

Q22024Q22025FrequencyofSpendingAdjustment

(%ofallrespondentswithineachincomebracket)Q2VIDEO

SPENDUP

YOY;CONSUMERSCONTINUETO

SEEVALUEINVIDEODESPITEPRICEINCREASESANDBEINGINCREASINGLYCOSTCONSCIOUSAdditionally,

the

frequency

in

which

respondents

look

to

adjust

their

spend

has

increased,withmorethan?notingthattheyevaluatetheirspendingat

leasteveryfew

months.FrequencyofSpendingAdjustment(%ofallrespondents)Everymonth

(or

more)Everyfew

monthsTwice

ayearOncea

year

or

lessNever6.3%24.5%18.9%20.9%10.2%6.7%30.7%19.6%33.9%28.2%Everymonth

(or

more)Everyfew

monthsTwice

ayearOncea

year

or

lessNever9.6%9.9%21.9%17.9%10.0%10.1%22.6%22.3%35.9%39.8%4

TiVo

Q22025Video

Trends

Report

?2025Xperi

Inc.Q22022

Q22023

Q22024

Q2

2025

PayTV

BroadbandOnlyAverage$250$200$150$100$50$013.7%8.9%12.5%24.7%19.8%22.7%10.9%10.2%11.0%24.2%25.7%20.8%26.5%35.4%33.0%AverageMonthlySpendonVideo(%ofallrespondents)10.1%12.9%19.8

%20.6%8.6%9.4%19.7%15.4%41.8%41.7%9.3%18.5%16.5%29.2%11.9%12.9%29.5%18.5%32.8%20.5%7.6%9.6%19.4%24%10.4%11.7%29.3%23.5%33.3%32.3%$100k-$200kEverymonth

(or

more)$50k-$100kEverymonth

(or

more)Under$20kEverymonth

(or

more)

Q22024Q22025Everymonth(or

more)Oncea

year

or

lessOncea

year

or

lessOncea

year

or

lessEveryfew

monthsEveryfew

monthsEveryfew

monthsOncea

year

or

lessEveryfew

months$20-$50k$140.06$200k+$170.86$208.54$169.12$178.13$178.06Twice

ayearTwice

ayearTwice

ayear$211.92$211.83$64.86$62.30$58.33Twicea

year$65.16NeverNeverNeverNeverTV’SARE

STILLTHEFAVORITEDEVICE;SMARTPHONES

PREFERRED

BY

ROUGHLY20%RespondentscontinuetopreferwatchingvideoontheirTVsbyalmosta3x

margin.

The

ratio

ofshort

form

and

longform

viewing

hasremainedconsistentacrossalldevices.31.9%29.2%31.2%BreakdownofViewingbyContentLength(%ofallrespondents,distributionbetweenshortandlong-formoneachdevicetype)Short-formVideoTVScreen5

TiVo

Q22025Video

Trends

Report

?2025Xperi

Inc.69.0%70.5%67.6%12.7%12.3%14.0%4.8%5.6%4.0%12.6%10.5%12.2%63.7%69.9%60.1%18.8%14.7%20.9%6.6%6.1%7.1%9.4%8.0%8.9%FavoriteDevicestoWatchVideo(%ofallrespondents)PayTV

SubscriberTVLong-formVideoTVScreenBroadbandOnlyTV

Q22023

Q22024Q22025

Q22023

Q22024Q2202550.5%51.1%49.0%38.9%37.5%43.0%68.1%70.8%68.8%61.1%62.5%57.0%49.5%48.9%51.0%TotalTV21.3%16.0%23.5%61.6%69.6%57.3%8.0%6.6%12.2%7.4%6.3%8.3%SmartphonesSmartphonesSmartphoneSmartphoneSmartphoneComputerComputerComputerTabletTabletTabletTabletTabletImportanceofSmartTVplatform(%ofrespondentswhopurchasedaSmartTVinthelastsixmonths,

addsup

to100%)

35.7%Veryimportant

20.0%Moderately

important

20.3%Somewhat

important

14.2%Slightlyimportant

9.72%Notimportant21.6%ofrespondentsareplanningtobuy

smart

TV

in

the

next6

months,

this

isanincreaseof6%from15.1%in

Q22024.

Of

those

who

are

planningto

purchaseanewSmartTVinthenext6

months,

52.8%

of

respondents

are

planningto

addanewTVtotheirhome.

Incontrast,47.2%

are

planning

to

replace

aTV.

In

2024,theratiowasreversed,with43.1%addingaTVto

a

new

roomor

location

and56.9%planningtoreplacea

TV

theyalready

had.Top

Purchase

Drivers

Include:(%ofrespondentswhoareplanningtopurchaseaTVinthenext6months)General

FeaturesofallrespondentscurrentlyownaSmartTV,

comparedto73.1%inthespringof2024.havepurchasedasmartTVinthe

last6

months,remainingrelativelyconsistent

withthe20.2%

ofrespondentswhoreporteddoingsoinQ22024.Almosthalfthosepurchases,48.7%,consisted

ofupgradesfromanon-smartTV.This

is

significantlyhigherthanlastyear’s41%.ofrespondentswho

recently

purchasedaSmartTVconsider

the

specific

smartTVplatformto

beat

least

moderatelyimportant,anupgradeof5%fromQ22024.SMARTTVPLATFORMSBECOMINGINCREASINGLYIMPORTANTPURCHASEDRIVER6

TiVo

Q22025Video

Trends

Report

?2025Xperi

Inc.59.6%51.2%43.6%37.7%39.6%36.7%37.7%36.3%30.5%32.0%63.2%54.3%55.4%47.0%45.9%44.6%31.5%32.0%30.0%27.7%Q2202521.2%55.0%+75.2%Hardware

FeaturesGreatimagequality/resolutionPhysicalappearance(whattheTV

unit

itself

looks

like)IthasasmartTVplatform

I've

already

used

beforeBrand/manufacturerhasagood

reputationGreatqualityaudio/built-inspeakers

Q22024Q2

2025It'sabrand

I've

already

used

beforeWell-designedremotecontrolTheTV

hasgood

reliabilityLowprice/it's

on

saleLargescreen

sizeWhenitcomestodiscoverymethods,thepercentageofthosewhofind

out

aboutnewTVshowsormoviesfromcommercialshasdeclined

5%year-over-year

andover14%sinceQ22022.Incomparison,wordofmouth

continues

and

recommendationsfromfriendscontinuetoremainthemostcommonlyused

methodof

discovery.TopVideoDiscovery

Mediums(%oftotalrespondents)Wordofmouth/friendsinformme

of

newshowsthey

like

49.1%Socialmedia(Facebook,

Twitter,

etc.) 41.9%Commercialsoradsthatrunduringother

TV

shows

35.4%Browsingthroughstreamingapps/seeingthemonthehomescreenofNet?ix,

PrimeVideo,etc.

35.3%SuggestionsinmyTVchannel

guideorother

menus

34.9%Print,outdoorand/oronlinebanneradvertisements

15.7%Emails

or

newsletters

from

streaming

services

11.9%Newsarticlesorstoriesoutsidesocialmedia

11.4%Listeningtopodcasts

8.9%Ontheradio

(at

home,

inthe

car,

etc.) 7.6%

Q2202574%USEMULTIPLE

APPSINA

SINGLE

VIEWING

SESSION;USAGEOFVOICECONTROLGROWINGAMONGSTTHOSEWHOHAVEITThepercentageofrespondentswhouse

multipleappsineachviewingsessionhas

remained

constantsinceQ22024,with73.5%

notingthatthey

have

tousemultipleapps,comparedto

72.7%

in

Q22024and60%inQ2

2023.Also,

40.2%

noted

that

theyusemorethantwoapps

ina

single

session.

Overhalfofrespondents(51.5%)find

it

annoying

tobrowsemultipleappsbeforesettlingonsomethingtowatch.Thisis

upabout3%

year-over-year.Afewtimes

aweekOncea

weekAfewtimesa

monthOncea

monthor

less

Q22025VoiceControlsVoicecontrolawarenessandusage

has

increasedyear-over-year.47.0%ofrespondentsnotedthattheycurrentlyownanentertainmentdevicethatoffersvoicecontrol,anincreaseofabout5%

since

this

time

lastyear.Amongthosewhosedevicesoffervoicecontrol,75.2%ofrespondentsusethis

feature.

This

representsanincreaseofabout

9%

since

Q22024.CompanionAppsUsageofcompanionappsincreased

to

31.6%

in

Q22025,

ExcludingAmazon’s

IMDB(whichis

used

by39%ofrespondents),JustWatchremainsthe

mostcommonlyusedcompanionapp.Amongthosewhodocontinuetoutilizevoicecontrol,thefrequencywithwhichtheydosohasincreasedsincespring2024.FrequencyofVoiceControlUsage(%ofrespondentswhousevoicecontrol)7

TiVo

Q22025Video

Trends

Report

?2025Xperi

Inc.38.5%37.3%10.9%9.4%4.0%MostCommonlyUsedCompanionApps(%ofrespondentsuse,add

upto100%)2520151050Every

day

Q22025Letter

BoxdJustWatchReel

Good23.0%19.0%19.0%17.0%17.0%TV

Time6.0%Trakt.tvTMDBPercentageofViewingTimeSpentOnEachService(%ofallrespondents)TotalPay-TVservice(cable,satellite,or?ber

opticTV)

28.1%

30.3%

28.8%SVODwithoutads(Net?ix,

PrimeVideo,

Disney+,etc.)

23.2%

17.9%

16.0%vMPVD(YouTubeTV,Sling,

Hulu

+

Live

TV,

etc.)

7.6%

6.8%

9.1%Social/user-generatedvideo(YouTube,TikTok,Twitch,etc.)

18.3%

17.7%

14.9%FreeAVOD/FAST(PlutoTV,Tubi,

Freevee,

etc.)

10.0%

9.9%12.4%SVODwithads(lower-pricedtiersof

Hulu,

Discovery+,

HBO

Max,etc.)7.5%10.7%11.5%Allothersources5.4%6.7%7.3%Q22023

Q22024Q22025Theimportanceoflocalcontent

has

increasedover

the

pastyear,with61%notingthatitissomewhat

orvery

important

compared

to54.8%

in

Q2

2024.29.8%ofalltimespentwatchingvideoisspentwatching

local

content,comparedto21%in

Q22024

and

22.6%

in

Q22023.ImportanceofLocalContent(%ofallrespondents)Respondentsspendanaverageofover5hoursper

dayviewing

videocontent.Thisis

upfrom

4.4

in

Q22024.DAILY

VIEWERSHIPHASA

SEASONAL

SPIKETOOVER

5HOURS8

TiVo

Q22025Video

Trends

Report

?2025Xperi

Inc.Weather

News

Sports

Q22024Q2202570%60%50%40%30%20%10%0%67.9%66.4%60.4%46.4%37.2%65.5%ofcontentiswatchedonasmartphone,

11.6%onthemaindisplay

inthe

frontcabin,and

27%onatablet.ofcontentiswatchedonasmartphone,

18.8%onthemaindisplay

inthefront

cabin,and19.6%onatablet.42.3%CTypesofvideocontentwatchedwhilecharging

anelectricvehicle(%ofrespondentswhowatchvideo

whilecharging,checkallthatapply)Shortervideos,like

newssegments,sports

highlights,YouTubevideos,etc.

70.1%47.9%ofrespondentsofthosewithacarreportwatchingvideo

in

thecar,ofwhichover75%dosoatleast

a

few

times

a

month

(slightly

less

than

the79.3%reportedinQ22024).Also,

respondentswhowatchvideo

in-carspend56.7%watchingshort-formcontentand43.3%watchinglongform,remainingconsistentwithlastyear’sbreakdown.TopReasonsforWatchingVideoIn-Car(%ofrespondentswhopurchasedaSmartTVinthelastsixmonths,

addsup

to100%)IN-CAR

VIDEOCONSUMPTIONCONTINUESTOFLUCTUATETo

passthetimewhile?lling

upatthe

gasstation

32.1%

26.8%

20.9%Towatchsomething

immediately/couldn'twait

towatch

it

laterOfthosewhowatchvideowhilechargingtheirvehicle,shortvideossuchasthoseonYouTubeorTikTokarethemostcommonlywatchedform.To

passthetimewhilecharging

an

electric

vehicle 21.3%

18.4%

12.1%

Q22023

Q22024Q22025Topassthetimewhilewaiting

forsomeone/something

49.8%

49.6%

48.2%To

keepchildren

entertained9

TiVoQ22025VideoTrendsReport

?2025XperiInc.Longer

videos,like

TV

shows,movies,

sportsgames,

etc.

50.4%34.7%57.4%

car,do

so

while

in

the

frontpassengerseat.50.9%Thenumberofelectricvehicleownersgrewconsiderablyfromlast

year.As

a

result,thenumberofthosewhowatchvideosimultaneouslywhilechargingtheirvehiclesdroppedconsiderably

to

18.8%ofthosewhowatchinthecar,dosowhile

intherear

passengerseat.To

passthetime

on

long

road

tripsTo

passthetimewhile

commutingofthosewhowatchinthe32.8%34.7%26.8%27.0%20.0%n/a45.9%45.1%37.6%30.2%31.6%27.1%22.5%ofrespondentsplantocutthecordwithinthe

next

6

months.This

is

an

increaseofabout3%,from19.6%inQ22024.Whenaskedabout

top

concerns

whenconsideringcuttingthecord,respondentscontinuetoexpressthemostconcernaroundgettingallof

theentertainmentthattheywant.TopConcernsforRespondentsConsideringCuttingTheCord(%ofrespondentswhoareplanningtocancelPay-TVservice,checkallthatapply)Imaynot

beabletoget

alltheentertainment

Iwant

32.2%I'mnotsureifcuttingthecordwill

actually

save

me

moneyafterall

28.1%Imayhavetosubscribe

to

morestreamingTVservices

25.7%Imaynot

beable

towatch

local

programming

23.9%Imay

not

beableto

watch

sports

23.6%Imaynotbeableto

watch

major

live

events

(Super

Bowl,

awardsshows,

etc.)

25.1%Imayhavetobuynew

entertainment

components

(streaming

media

player,smart

TV,

etc.)

25.1%Streamingvideoservicesarenotasreliableastraditional

TV

(buggy,

laggy,

service

outages,

etc.)

16.9%Iwon'tbe

ableto

skipads

9.6%Whenitcomestopotential

cord

cutters’preferredmethodsforwatchinglive

TVwithoutcable,moststillexpressa

preferenceforaliveTVstreamingservice,with

thedistributionofprospectivemethodsremainingrelativelyconsistent.ProspectiveMethodsforPotentialCordCutter(%ofrespondentsplanningtocancelPay-TVservice)vMVPD

55.2%FreeAVOD/FAST

22.3%FreebroadcastTVfrom

an

antenna

14.2%Iwillnot

watch

live

TV

3.8%ScreenDistributionofPay-TV

Content(%ofallrespondentswhouse

Pay-TV)

62.3%ofthetime

on

a

TV

14.9%ofthetimeon

asmartphone

10.4%ofthetime

onatablet

12.4%ofthetimeon

acomputerTheshareofrespondentswho

cutthecordbutlaterdecided

to

resubscribe

toatraditionalTVservicehas

increasedabout10%,to31.9%

in

Q2

2025.ofPay-TV

content

isconsumed

duringprimetime,with

16.9%

ofPay-TV

content

consumed

duringthemorning.Thisisasignificantdecrease

inprimetimeviewing,from46.3%

andanincrease

in

morningviewingfrom14.3%inQ22024PAYTVCHURN

STILLCONSIDERABLE10TiVo

Q22025Video

Trends

Report

?2025Xperi

Inc.39.1%Q22025IncConsumers

appear

tobe

spendingless

timewithnew

SVOD

services,

withrespondentsnoting

that

theyusually

subscribe

to

anewservice

for

over

one

year

droppingbelow40%

for

the

first

time.LengthRespondentsStickwithNewSVODServices(%

ofrespondents

who

subscribe

to

SVOD

service)Lessthan

onemonth

7.5%Oneto

threemonths

16.1%Threeto

six

months

12.9%Sixmonthsto

one

year

11.6%Overone

year

37.0%87.0%ofrespondentsutilizeSVODservicescomparedto

83.8%in

Q2

2024

and88%inQ22023.

Atthesametime,

SVOD

churn

appears

tohaveincreased,

with25.4%ofrespondentshavingcanceledaserviceinthelast

6

months

and

28.7%ofallrespondentsstartedsubscribingto

anew

service.In

spring

of2024,

18.5%notedcancelingand19.2%started

subscribing

to

anew

service.As

expected,

theusage

of

ad-supported

versions

of

SVOD

services

continues

toincreaseslightly

year-over-year.UsageofAd-supportedSVODTiers(share

ofrespondents

whouse

ad-version

of

each

service

out)MORETHAN60%REPORTHOLDING

SVODSFOR

LESSTHANA

YEAR;IS

A“REVOLT”BREWING?Ithasgoodoriginalprogramming(TVshowsandmoviesmadebythisservice)Ithasonespeci?cshow

or

movieI

wanted

to

watchIto仟ersepisodesof

anold

favorite

show

24.1%Ito仟ersnewreleasemoviesatthesame

time

as

they

arein

the

theaters

21.4%Q22025TopReasonsforSubscribingtoa

NewSVODService(%

ofrespondents

who

subscribed

tonew

serviceinlast6

months)IthasalargelibraryofgoodprogrammingofSVODcontentisconsumed

duringprimetime,with15.5%

of

SVOD

contentconsumedduringthemorning.Comparedto

48.6%and

11%in

Q22024.Peacock

69.3%Paramount+

59.7%MAX

48.6%Discovery+

48.1%

60.3%ofthe

timeon

a

TV

15.4%ofthe

time

on

asmartphone

11.1%ofthe

timeonatablet

13.2%ofthe

time

on

acomputer41.5%ScreenDistributionofSVODContent(%

of

totalrespondents

whouse

SVOD)Net?ix

42.0%Hulu

56.3%Disney+

47.3%Prime

Video

59.1%38.4%35.2%29.8%TiVoQ22025VideoTrendsReport11NumberofTVODpurchasesperyear(%ofallrespondentsthatuseTVOD)15Vudu

YouTubeAmazonPrime

Video

Google

Play

AppleTV

Other

69RedboxOnline12TheshareofPay-TVsubscribersutilizingTVODservices

has

returnedto2023levels,with53.2%ofPay-TVsubscribersutilizingTVODservices,

compared

to45.7%inQ22024and54.3%inQ2

2023.

Broadbandonly

subscribers

TVOD

usagehasdeclinedabout6%,to34.8%inQ22025compared

to

41.3%

in

Q22024

and41.9%inQ22023.48.1%of

respondents

usea