Comscore's Major Findings on Streaming Growth
Comscore, recognized globally for its expertise in measuring consumer behaviors, has recently unveiled insights from its 2025 State of Streaming report. This report dives deep into the evolving streaming landscape, showcasing how consumer preferences are continuously impacting various platforms. A significant highlight from the findings indicates that there's no slowdown in the audience growth for both ad-supported video on demand (AVOD) and free ad-supported streaming television (FAST) channels, with impressive year-over-year gains.
Consumer Behavior Shaping Streaming Services
With access to one of the largest data sets in the industry, Comscore stands out in pinpointing essential shifts in consumer and platform behaviors. Notably, the total viewing hours across prominent free ad-supported streaming services surged by 43 percent compared to the previous year, emphasizing the growing popularity of these platforms among viewers.
This heightened interest in ad-supported models stems from both advertisers’ needs for scalable inventory and users' desire for affordable, user-friendly options. This scenario has enabled FAST channels to thrive, mixing the traditional appeal of linear television with the modern flexibility of streaming.
Shifts in Subscription Video on Demand Services
In parallel, ad-supported options within major subscription video on demand (SVOD) platforms are gaining traction. For instance, Netflix's ad-supported tier now constitutes 45 percent of total household viewing hours, marking a notable rise from 34 percent just a year prior. This transition reflects changing viewer expectations, as they seek value-driven, straightforward content access.
Jen Carton, SVP of Product Management at Comscore, remarked on the evolving landscape: “Consumers are navigating crowded streaming options with the clear intention that they want value, simplicity, and content that’s easy to access. 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.”
The Rise of Connected TV
As the report outlines, connected television (CTV) streaming reached an impressive 96.4 million households, with an annual increase of 849,000 households. This surge correlates with a notable increase in viewing time, now totaling 13.9 billion hours, illustrating a 6 percent rise year-over-year. Additionally, the average household is now engaging with 6.9 different streaming services, hinting at a slight but consistent growth as the market matures.
The data underscores a pivotal change in media consumption: on average, households spend close to 5 hours daily streaming content, solidifying its status as the primary viewing method for countless viewers. For many, creator-driven content has now become intertwined with traditional programming, sports, and films. Remarkably, more than half of U.S. households are reported to stream YouTube content monthly, seamlessly integrating it into their viewing routines.
Availability of the Full State of Streaming Report
The comprehensive State of Streaming 2025 report offers a thorough examination of the trends influencing content creation, advertising practices, and technology development across various screens. This important analysis aids stakeholders in understanding the dynamic streaming environment better.
About Comscore
Comscore operates as a highly regarded partner for planning, evaluating, and transacting media across various platforms. With a vast data footprint encompassing digital data, linear TV insights, over-the-top content, and theatrical viewership metrics, Comscore empowers media buyers and sellers to gauge audience behavior across screens, providing critical insights for informed decision-making. Renowned for its ability to measure both digital and television audiences at scale, Comscore emerges as an essential source for comprehensive cross-platform analytics.
Media Contact
For inquiries, please reach out to:
Marie Scoutas
Comscore, Inc.
press@comscore.com
Frequently Asked Questions
What insights does Comscore's 2025 report provide?
The report details significant growth in ad-supported and FAST channels, indicating a robust shift in consumer behavior.
How much have viewing hours increased across ad-supported platforms?
Viewing hours across major free ad-supported platforms have increased by 43 percent year-over-year.
What is driving the popularity of FAST channels?
Consumers are looking for value and convenience, contributing to the growth of FAST channels as a blend of linear TV and streaming.
How much of Netflix's viewing is now from its ad-supported tier?
Netflix's ad-supported tier accounts for 45 percent of total viewing hours, up from 34 percent last year.
What does Comscore aim to achieve with their report?
Comscore aims to illuminate the transformation in streaming behaviors and assist the industry in understanding future trends.
