A new report from Kantar, a leading data and insights company, paints a stark picture of the changing television landscape. Traditional TV viewership is in freefall, with on-demand streaming services capturing an increasingly dominant share of global audiences. The findings, drawn from Kantar’s annual Global Quick View report, reveal a seismic shift in viewing habits, driven by the convenience, affordability, and diverse content offered by streaming platforms.
The report, which surveyed over 80,000 adults across 37 countries between 2021 and 2025, highlights a dramatic decline in traditional TV viewership. The proportion of respondents who reported watching nearly all their TV/video content through traditional TV channels has plummeted by 42%, from 12% in 2021 to a mere 7% today. Conversely, the proportion of viewers who primarily consume on-demand, catch-up, or online content has surged by 25%, rising from 20% in 2021 to 25% today.
This shift underscores the growing dominance of streaming services in the global media landscape. Consumers are increasingly drawn to the flexibility and control offered by on-demand platforms, which allow them to watch what they want, when they want, without being tied to a traditional broadcast schedule. The rise of streaming giants like Netflix, Amazon Prime Video, and Disney+ has fueled this trend, providing viewers with a vast library of content at their fingertips.
The report also highlights the growing importance of cost as a key factor in choosing a streaming service. A staggering 49% of paid video streaming users cited cost as the most important factor, outweighing considerations such as audio-visual quality, content type, and even the availability of original content. This finding underscores the increasing price sensitivity of consumers in the face of a growing number of streaming options.
In response to this cost consciousness, viewers are increasingly willing to accept advertising in exchange for lower subscription fees. Kantar’s report reveals that ad acceptance has risen from 58% in 2024 to 62% in 2025. This trend is particularly pronounced in North America and the APAC region, where ad acceptance rates reach 65% and 64% respectively. However, ad tolerance remains relatively low in the Nordic countries, with only 23% of respondents willing to accept ads.
The report also highlights the growing effectiveness of advertising within streaming platforms. The number of people who search online for products they see advertised while streaming has increased from 51% in 2023 to 56% in 2025. Interestingly, subscribers to Disney+ with ads are significantly more likely to search for advertised products (63%) compared to those with ad-free subscriptions (47%). This suggests that targeted advertising within streaming environments can be highly effective in driving consumer engagement and purchase intent.
The findings of Kantar’s Global Quick View report paint a clear picture of the evolving media landscape. Traditional TV is losing ground rapidly as on-demand streaming services continue their ascent. Cost is a major factor driving consumer choice, and viewers are increasingly willing to accept advertising in exchange for affordability. As the streaming wars intensify, platforms that can offer a compelling combination of price, content, and user experience are likely to emerge as the winners in this rapidly changing market.