TV Viewership Statistics & Trends to Watch for in 2025

by The MNTN Team

5 Min Read

With 2025 kicking off, now is a great time to look back at 2023’s TV viewership statistics so you can get a feel for any new and emerging trends.

But that doesn’t mean you’ll have to put on your analyst hat and spend all day crunching numbers. Here’s a list of ten key TV viewership trends and stats that you need to know about.

1. Streaming Subscription Counts Continue to Climb

Streaming has forever changed the way people consume televised content, and services like Netflix, Hulu, and Amazon Prime continue to report huge increases in subscribers. Netflix alone is fast approaching the 250 million subscriber threshold, reaching 247.2 million subscribers in Q3 of 2023.

As of 2023, there were over 205 million video-on-demand subscribers in the United States. By 2027, that figure will climb to over 217 million.

2. Connected TV Usage Grows

As of 2023, 87% of U.S. households have one or more Connected TV (CTV) devices such as stand-alone streaming devices like Roku or Amazon Fire Stick, or video game consoles. As such, you’ll have plenty of opportunities to connect with consumers over multiple CTV devices at once.

3. Viewers Are Increasingly Streaming Sports

Connected TV used to be dominated by movies and TV, but sports streaming has also stepped into the scene in a big way. By 2025, roughly 118 million U.S. viewers will be streaming their favorite sports, thanks to the medium’s convenience and ease of access.

4. Cord-Cutting Continues

Cord-cutting — canceling cable TV subscriptions in favor of streaming services — is a practice that is showing no signs of slowing down. In fact, by 2026, it’s estimated that over 80 million U.S. households will have cut the cord. While that is certainly bad news for traditional cable providers, it’s ultimately a trend that will create even more favorable conditions for streaming platforms and CTV advertisers going forward.

5. Linear TV’s Popularity Declines

Linear TV, the traditional method of broadcasting television content at set times, is steadily waning in popularity. A recent Nielsen report highlighted a consistent decrease in linear TV viewership and a subsequent rise in streaming views — streaming accounted for 38.7% of total TV usage in July 2023, with acquired titles surprisingly outperforming new and original streaming content.

6. People Actively View More Ads on CTV

Connected TV has a much higher completion rate than other formats. Over the last three years, CTV viewers have averaged completion rates of 96-98%, meaning they finish watching most of the content they start streaming (and thereby watch more ads, depending on their subscription tier).

7. Targeted Advertising Keeps Going Strong

In 2022, CTV advertising in the U.S. exceeded the $20 billion threshold. Therefore, as more brands than ever before flock to CTV, you’ll need to follow suit to maintain your edge.

Since CTV blends the reach of traditional television advertising with the tracking capabilities of digital marketing channels, you’ll be able to gather detailed insights about your audience and target niche groups, making CTV one of the most valuable advertising mediums in 2025 and beyond.

8. Viewers Prefer Varied Storytelling

Viewers enjoy streaming content via Connected TV, but if you want to keep them engaged and attentive when your ads come on, it’s vital that you get creative and embrace variety.

Approximately 67% of consumers want to see variety in ad storytelling. This means that mixing up the tone and delivery of your message can help reduce ad fatigue and boost engagement.

9. Viewers Also Don’t Mind Ads

Though you may assume that consumers are shifting to CTV because they are sick of commercial breaks, that’s not necessarily the case. In fact, there are several factors that are fueling cord-cutting trends, ranging from saving money to enjoying the convenience of accessing their favorite shows on-demand while, in some cases, skipping some ads.

Nevertheless, 69% of consumers state that they will never skip an ad if it’s showcasing a service or product they are already interested in. With that said, if you are targeting the right audiences, they’ll probably sit through your ad, and if it happens to be funny or visually engaging, they’ll likely remember it, too.

10. Almost All U.S. Households See Programmatic Ads

98% of internet-connected U.S. households can be reached via Connected TV programmatic advertising. In other words, CTV ads have the potential to reach 98 out of every 100 U.S. households that have internet access.

Take Advantage of TV Viewership Trends

Want to stay ahead of shifting TV viewership trends? MNTN’s platform helps you reach engaged streaming audiences on premium CTV inventory, ensuring your brand stays in front of viewers as they move away from traditional TV. With AI-powered targeting, automated optimization, and real-time attribution, your campaigns adapt to where—and how—people are watching.

Here’s how MNTN Performance TV helps marketers navigate TV’s evolving landscape:

Premium CTV Inventory – Secure guaranteed ad placements on top streaming networks, reaching audiences as linear TV declines.
MNTN Matched – AI-driven targeting ensures your ads reach high-intent viewers based on demographics, behavior, and interest signals.
Verified Visits™ Attribution – Tracks site visits and conversions tied directly to ad exposure, providing clear performance insights.
Automated Optimization – AI continuously fine-tunes your campaign, maximizing efficiency and eliminating wasted spend.
Reporting Suite – Access real-time insights into audience engagement, viewership trends, and campaign performance.

Reach streaming audiences where they’re watching—sign up today to get started with MNTN’s self-serve software.

TV Viewership Statistics: Final Thoughts

As you prepare for 2025, understanding current TV viewership statistics and trends will help you determine where to focus your CTV marketing resources so you can maximize reach and ROAS. The future of CTV advertising is filled with opportunities, but it’s up to you to capitalize on them.