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As streaming reaches record-high viewership, so does the importance of navigation, visibility, and subscription. Explore CTAM’s curated stats, trends, and insights revealing how perceptions and usage habits are shifting.

Streaming Viewership

  • Current viewing share across streamers continued YouTube strength with competition closing the gap (Nielsen Media Distributor Gauge for December 2025)
  • Streaming Shatters Multiple Records in December 2025 with 47.5% of TV Viewing (Nielsen)
  • Paid live TV bundles (MVPD + vMVPD) grew by half a million subscribers in Q3 2025, reaching 69.1 million total. (MoffettNathanson, 2025)

    The improved quarterly performance was driven by:

    • The fewest subscriber losses for traditional pay TV providers in seven years.
    • Growth across most vMVPD services.
    • A significant seasonal boost from the return of the National Football League (NFL) season.
  • Spectrum led MVPD subscriber stability in Q3 2025 at 12.6 million subscribers thanks to strategic SVOD bundling that gave TV Select customers over $100 in streaming value, supporting retention. (MoffettNathanson, 2025)

Click here to read more and view larger graphics from nScreenMedia.

  • YouTube TV continues to drive growth in the vMVPD sector, adding an estimated 750,000 subscribers in Q3 2025 to reach approximately 10 million total subscribers. (MoffettNathanson, 2025)

Viewer Perceptions

  • More than 40% of consumers eye social media video and streaming as “watching TV”. (Deloitte, October 2025)
  • Deloitte reported that over two-fifths (41%) of surveyed consumers consider watching videos on social media and streaming platforms as forms of “watching TV.” (Deloitte, October 2025)

Consumer Subscription Behavior

  • About half (49%) of consumers changed their streaming subscriptions in the past six months. (YouGov Survey, September 2025)
  • Two-thirds (66%) of consumers cancel streaming services because they are too expensive. (YouGov Survey, September 2025)
  • Three-quarters (74%) of consumers consider cost when choosing a streaming service. (YouGov Survey, September 2025)
  • Over half (51%) of consumers focus on content variety when choosing a streaming service. (YouGov Survey, September 2025)
  • Over one-third (36%) of consumers pay for at least one streaming service they haven’t used in six months. (YouGov Survey, September 2025)

For more, visit our other Media Behaviors & Industry Trends pages: