If you thought cord cutting was a one-way street to savings and simplicity, TiVo’s Q2 2025 Video Trends Report shows the reality is more nuanced. In today’s streaming landscape, choice has ballooned, viewing time has risen, and “rebundling” continues to shape how people watch, spend, and shop for video.
For the study, TiVo surveyed 4,510 adults 18 and older living in the U.S. and Canada during the second quarter of 2025 (3,509 U.S., 1,001 Canada). The headlining trend of the “rebundling” effect shows consumers are increasingly attracted to bundle packages that keep streaming complexity in one family of apps.
Nearly half of surveyed households report using at least one bundle, and many say bundles deliver perceived value and convenience. For cord cutters who miss the “one remote” feeling of traditional TV, bundles (or ecosystem-aligned choices) are worth a look. If you’re thinking about ditching cable, these highlights from the TiVo report offers a snapshot of where the market actually is right now.
Highlights from the Report
- Average video sources used per household: 10.87 (up from 9.10 a year earlier).
- FAST/AVOD growth: ~70% of respondents used at least one free ad-supported/FAST service; average FAST channels watched rose substantially.
- Daily viewing: now averages over 5 hours per day, up from about 4.4 hours.
- Cord-cutting intent vs. return: 22.5% plan to cut in six months, yet 31.9% of cutters later resubscribed to pay-TV.
More services, more spending, but not necessarily more satisfaction
TiVo found consumers now use an average of 10.87 video sources — up sharply from 9.10 a year earlier — a signal that viewers are mixing and matching live TV, SVOD, FAST/AVOD, social platforms, and transactional buys to get the content they want. That explosion in choice has correlated with an uptick in monthly video spending — roughly $20–$30 more per month versus last year — driven by seasonal price moves and the allure of bundled offerings.
Additionally, free streaming has improved. A growing number of cord cutters do not view FAST and AVOD platforms as low-quality placeholder options anymore. The report found the average number of FAST channels watched in Q2 2025 jumped from 5 to 9, year-over-year. With usage rising, viewer perceptions of quality have improved, making FAST/AVOD platforms essential for budget-minded cord cutters.
Ads aren’t doing the heavy lifting as discovery has shifted
If you relied on commercials to tell you what to watch, the world has moved on. TiVo found that fewer viewers discover new content via traditional TV ads — that method dropped about 5% year-over-year and 14% since mid-2022. Word of mouth, social media buzz, and streaming platform recommendations are now the dominant discovery lanes. That means if you’re trying to find something great to watch without endless app-hopping, follow niche communities, friends’ recs, and curated FAST channels.
Viewing habits: more time, more local, and more mobile
Daily viewing rose to over five hours per day on average (up from 4.4 hours), demonstrating that video remains central to daily life. Local content matters more than ever, with 61% of respondents saying local programming is somewhat or very important, and nearly 30% of viewing time is spent on local content. Also notable: people still prefer a TV for long-form viewing, but smartphones account for roughly 20% of viewing, and short-form content is thriving across devices. For cord cutters, local news and live local sports mean you should check antenna options or local channels on FAST services before pulling the plug.
Cord-cutting reality check: churn, remorse, and live TV demand
Cord cutting intent remains real, as the study found 22.5% of respondents who say they plan to cut the cord within six months. The report also reveals a reversal of sorts, with 31.9% of people who cut the cord later resubscribed to traditional pay-TV. The top worry for would-be cutters remains getting all the entertainment they want (sports, local, major live events). And when people do seek live-TV alternatives, vMVPDs (live streaming bundles) are still the preferred route.
TiVo found that 87% of respondents utilized SVOD services, with the top three ad-supported SVOD tiers being:
- Peacock (69.3%)
- Paramount+ (59.7%)
- Prime Video (59.1%)
“Today’s content landscape is full of unparalleled choice and variety, as consumers have more options than ever before,” said Xperi’s chief product and services officer, Geir Skaaden. “Consumers are looking for simplification by increasingly opting into the bundles and platforms that provide the highest-quality content for their household at the best value. These offerings are delivering the convenience of a single destination for diverse content, now enhanced by personalization and immediate access that provides a seamless viewership experience.”
TiVo’s Q2 2025 report makes it clear that cord cutting in 2025 is less about a heroic “cancel everything” moments and more about composition. For many, the right mix of free FAST channels, a couple of paid services for originals, and targeted live-TV options when you need them is an ideal lineup. By experimenting, bundling smart and auditing your subscriptions, cord cutters can continue to get the flexibility and freedom without the surprise sticker shock.