Americans are spending more time and money on video entertainment than ever before, but TiVo’s latest Video Trends Report suggests the streaming experience is becoming increasingly complicated.
According to the Q4 2025 report, the average household now uses more than 10 video services, spends $161 per month on video entertainment, and watches over five hours of video every day. Yet despite all those options, many viewers say it’s getting harder to find content, harder to watch sports, and harder to manage their growing list of subscriptions.
Households Are Back Above 10 Video Services
Per the study, the average household now uses:
- 6.7 paid video services
- 3.6 free video services
- More than 10 total video sources
That’s a return to double-digit service usage after dipping slightly last year. What’s even more telling is that the number of people who believe they have “way too many” services jumped year over year, highlighting growing subscription fatigue.
“Consumers are watching more video than ever before, but they’re enjoying that content across an increasingly fragmented mix of platforms and services,” said Geir Skaaden, chief products and services officer at Xperi, TiVo’s parent company.
Americans Are Spending More on Entertainment Despite Economic Pressure
While inflation and economic concerns continue to impact household budgets, video entertainment remains one of the last expenses consumers seem willing to protect. TiVo found that average monthly spending on video climbed to $161.17 per month. That’s up from roughly $157 a year ago.
The report also found:
- 35% of consumers regularly evaluate entertainment spending
- 65% still consider video a moderate or high spending priority
- More than half now use ad-supported subscription tiers
People Are Watching More Than 5 Hours of Video Every Day
TiVo found that Video consumption surged in 2025, with consumers watching 5.2 hours of video per day. That’s nearly a full hour more than the 4.7 hours reported in Q4 2024. At the same time:
- Local content now accounts for nearly 30% of viewing
- Foreign-produced programming reached 14% of viewing time
- SVOD services account for roughly 27% of viewing
- AVOD and FAST services now make up 13% of viewing time
“As the entertainment ecosystem continues to expand, helping viewers easily discover and access the content they want has become more important than ever. For advertisers and platforms alike, delivering simple, seamless viewing experiences will be critical to reaching audiences and keeping them engaged,” said Skaadan
Sports Streaming Is Becoming More Fragmented
Sports and streaming have made headlines in recent months, with fragmentation becoming a bigger issue. Lawmakers are questioning leagues and scrutinizing media deals as more events go behind streaming paywalls. And TiVo’s study found sports fans now need an average of 2.7 services to follow their favorite sport, a slight increase from 2.4 a year ago.
The report also found:
- 69% of sports viewers say watching sports has become harder
- 36% simply skip games if they aren’t available through their existing subscriptions
- 59% still rely primarily on traditional pay TV for sports
- 42% say they’re willing to spend even more money to follow their favorite teams
That’s a major challenge for sports fans as leagues continue spreading rights across broadcast TV, cable, streaming services, and direct-to-consumer offerings
“The number of viewing options available to consumers continues to grow, but what is most notable is how audiences are responding to that expansion,” said TVREV’s co-founder and lead analyst, Alan Wolk. “Consumers are becoming more selective about where they spend their time and money, and entertainment services remain a priority. Live sports and local programming serve as important anchors, while the broader market is shifting toward simpler, more value-conscious viewing choices. The industry is entering a phase where effective curation and discovery matter just as much as scale.”
FAST Services Continue Their Rapid Growth, and Discovery Remains A Big Problem
Free streaming remains one of the biggest winners for cord cutters looking to slash their subscription costs. The study found that Tubi, Prime Video, Roku Channel, and Pluto TV are among the most-used free services.
According to TiVo:
- 70% of consumers now use AVOD or FAST services
- FAST users watch an average of 7.5 channels
- 66% say FAST is now their primary source for live TV
But perhaps the most relatable finding in the entire report is that 40% of viewers search through two or three apps before deciding what to watch. Meanwhile:
- 3% have already started using AI tools like ChatGPT and Gemini to find something to watch
- Word of mouth influences 49% of viewers
- Social media influences 40%
The takeaway for one of the biggest modern streaming challenges isn’t a lack of content, but finding the right content among thousands of choices.
The Bottom Line
TiVo’s latest report suggests streaming has reached a new phase. Consumers aren’t cutting back on video entertainment. They’re actually watching more and spending more, but they’re also becoming far more selective about where their money goes.
The biggest winners appear to be free streaming services, ad-supported plans, and platforms that make content easier to discover. Meanwhile, sports fragmentation and subscription overload continue to create headaches for viewers trying to build the perfect streaming bundle.
For cord-cutters, it seems that the future isn’t necessarily fewer services; it’s finding the right mix of paid, free, live, and on-demand options that deliver the most value.
