TiVo Report: SVoD Dominates, Cord Cutters Resubscribe, Local Content Matters
A new report by TiVo reveals shifting trends in video viewing habits. Notably, 87% of respondents use subscription video on demand (SVoD) services, with Peacock, Paramount+, and Prime Video leading the ad-supported tiers. Meanwhile, 10% more cord cutters have resubscribed to traditional TV services in Q2 2025.
The rear passenger seat has emerged as the favoured spot for in-car video viewing, with 42.3% of passengers tuning in from there. TiVo's Q2 2025 Video Trends Report highlights the growing popularity of video service bundles in the US and Canada. Consumers are drawn to expansive programming libraries, original content, and specific show availability. Notably, the importance of local content has increased, with 61% of respondents rating it somewhat or very important.
Daytime viewership patterns are changing. While 41.5% of SVoD content is consumed during primetime, a significant 15.5% is watched in the morning. Ad-supported SVoD services like Pluto TV and Tubi are popular in the USA and Canada, offering a wide range of free content with ads. Smart TV ownership has risen to 75.2%, with 55% of respondents finding the TV platform at least moderately important. Consumers are spending more on video content and using more services, with an average of 10 services per consumer.
The TiVo report underscores the dynamic nature of video viewing habits. As consumers seek out expansive libraries and local content, services are adapting with bundles and ad-supported tiers. With more people resubscribing to traditional TV services and smart TV ownership on the rise, the video landscape continues to evolve.
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