TV Viewership Statistics & Trends to Watch for in 2026

Advertising, Connected TV

With 2026 underway, now is a great time to look back at 2025’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. Digital Live Sports Audiences Projected to Grow

Research shows that nearly 90% of sports viewing still happens on traditional or MVPDs, even as linear viewing overall continues to decline. At the same time, digital live sports audiences are on track for a 5.8% growth in 2026, far surpassing the modest 0.4% increase expected for overall live sports viewership.

This shift highlights an opportunity for marketers to lean into streaming platforms where engaged audiences are expanding rapidly, allowing for more targeted TV advertising campaigns that capitalize on the rising demand for digital sports content.

2. Streaming Dominates TV Viewing Time

Research shows that streaming has surged to claim 60.7% of total TV viewing time, marking a significant shift from traditional linear formats.

Among Connected TV users, 70% prefer streaming over linear TV, driven by broader content choices (47%), better value for the price (47%), easier content discovery (38%), and faster access to new releases (44%).

3. Older Series as New Favorites on Streaming

Research indicates that 60% of viewers’ newest favorite shows are actually older series, often with multiple seasons already available, highlighting a strong preference for library content over fresh releases.

This trend is even more pronounced among younger demographics, with 65% of those aged 16–34 identifying an older title as their latest favorite. Meanwhile, nearly 80% of YouTube users—and 90% of those aged 16–34—turn to YouTube when they can’t find something to watch on streaming services.

4. Gen Z’s Influence on Living Room Viewing

Research shows that over 75% of viewers aged 12–34 spend the majority of their TV time on streaming, with nearly half (46%) of Gen Z regularly consuming long-form content.

This generation multitasks heavily—84% stream shows and movies while working from home, and 59% use streaming for quick breaks during the day. With 92% smartphone ownership, Gen Z often treats streaming TV as a second screen, while 52% of those aged 18–34 engage with emerging formats like microdramas on social platforms.

5. Smart TVs Dominate Streaming Consumption

Research from Comscore’s State of Streaming 2025 report reveals that 81% of viewers stream directly on smart TVs, with 54% naming them as their primary device for content consumption. Over half of total streaming time involves co-viewing, and this rises to 95% of households with children who regularly watch together.

Additionally, FAST channel viewing hours have surged 43% year-over-year, while 41% of Roku users multitask by watching TV while using their phones.

6. Ad-Supported Content Reshapes the Streaming Landscape

Research shows that 89% of U.S. households pay for at least one streaming service, while 45% view free ad-supported streaming TV (FAST) in Q1 2025, marking an increase from 42% year-over-year. Among subscribers to ad-supported video-on-demand platforms, 59% opt for basic tiers that include ads.

Globally, 42% of paid streaming users feel they’re overspending on subscriptions, with 35% planning to cancel at least one this year, and U.S. FAST viewers are projected to grow from 116.8 million in 2025 to 129.6 million by 2029.

7. Streaming Subscriptions Climb in North America

Research shows that North American viewers subscribed to an average of seven streaming services in Q2 2025, up from five a year ago, as bundles drive this rebound in adoption. Average monthly spending on video and TV services has risen to $169.12, marking a significant increase from $140.06 in Q2 2024.

Meanwhile, cord-cutting is gaining momentum, with 22.5% of viewers planning to drop traditional TV in the next six months, compared to 19.6% the previous year.

8. FAST Platforms Continue to Gain Momentum

Research shows that monthly Free Ad-Supported Streaming Television (FAST) viewership has grown by 12% year-over-year, with average daily viewing time per household increasing 16%. The average FAST session length has jumped 25% from last year.

FAST now reaches more than one-third of the U.S. population, with one in three Americans watching FAST, and these platforms are outperforming the combined usage of some top paid streamers.

9. Ad-Supported Content Dominates Total TV Viewing

Research shows that ad-supported content captured 73.6% of total TV viewing in Q2 2025, up 1.2 points from the prior quarter, while non-ad-supported viewing fell to 26.4%. Streaming increased its share by 2.9 points, largely at the expense of ad-supported broadcast.

Ad-supported streaming outperformed traditional channels amid a 9% overall decline in TV viewing.

10. Viewers Prioritize Flexibility with Generational Differences in Streaming

Research shows that 70% of Connected TV viewers prioritize watching content on their own terms, reflecting a broader trend where 50.4% of U.S. households have abandoned pay TV subscriptions.

Generational divides are clear, with only 36% of Gen Z watching two or more hours of TV daily compared to 73% of Boomers. Streaming preferences also vary, as 62% of Gen Z use AVOD platforms and 50% engage with FAST, while 54% of Boomers lean toward FAST over AVOD at 49%.

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 streaming 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 2026, 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.