TiVo has released its Q2 2025 Video Trends Report, showing continued consumer appetite for video services despite rising costs.
The study highlights that the average number of services used by US households has increased from nine to ten year-on-year, with bundled offers playing a growing role in shaping viewing behaviour. Eighty-seven per cent of respondents now use at least one SVOD service, with Peacock (69.3%), Paramount+ (59.7%) and Prime Video (59.1%) running the top three ad-supported tiers.
Content availability remains the key driver for service choice, with expansive libraries (38.4%), original programming (35.2%) and access to specific shows (29.8%) ranking highest.
“The content landscape is full of unparalleled choice and variety,” said Geir Skaaden, chief product and services officer at Xperi. “Consumers are looking for simplification by opting into bundles and platforms that provide quality content at the best value.”
Other findings include a growing importance for local programming, cited as important by 61% of respondents compared with 54.8% a year earlier. Time spent with local content has also risen to 29.8% of overall viewing, up from 21% in Q2 2024.
Cord-cutting trends are also shifting. Almost a third of former cord-cutters (31.9%) say they have resubscribed to a traditional TV service, around 10% higher than last year.
Meanwhile, smart TV ownership continues to rise, with 75.2% of respondents owning one, and 55% saying the TV platform itself is at least moderately important – up 5% year-on-year.
TiVo also notes changes in viewing times, with primetime consumption of SVOD content falling from 48.6% to 41.5% in the past year, while morning viewing grew from 11% to 15.5%.
The full Q2 2025 TiVo Video Trends Report is available from the company.
