2025年第二季度北美视频趋势报告

REBUNDLING Continues as viewers spring thru 2025 INTRODUCTION TABLE OF CONTENTS Average Video Service Usage3Q2-2025 Video Spending4DeviceMix5SmartTVs6Discovery Dilemma7DailyViewership8In-Car Video Consumption9Pay-TV10SVOD11TVOD12FreeAVOD/FAST13Social Video / UGC14Ad Tolerance / Shoppable Ads15Conclusion / Glossary16 This spring, North American video entertainment consumption continued to notably change.According to TiVo’s Q2-2025 Video Trends Report, viewers are now using close to 11 differentvideo sources, including cable and satellite TV, premium streaming services, social platforms, andfree ad-supported options. This unprecedented variety has given rise to a fragmented but vibrantentertainment landscape, where consumers have more options than ever before. With these choices, spending on video entertainment also saw a seasonal increase. On average,consumers are paying $20-30 more per month than they did the previous year, driven largely byseasonal price increases, as well as the popularity of bundled service offerings for exclusive contentavailable only on select platforms. This willingness to spend highlights a strong desire for personalizedand high-quality viewing experiences as well as the resiliency of video in these trying economic times. Despite this abundance, content discovery remains a challenge. Fewer viewers are turning totraditional advertising—such as commercials—to find new shows or movies. The number relyingon commercials for discovery has dropped by 5% since last year, and by over 14% since mid-2022.Instead, audiences are seeking recommendations from friends, social media buzz, online reviews,and algorithm-driven suggestions. As the world of video entertainment continues to diversify, consumers and providers alike mustnavigate an ever-evolving landscape—where innovation in content delivery and discovery is asimportant as the content itself. AVERAGE NUMBER OF SERVICES REVERTING TO 2023 LEVELS;44% REPORTED THE USE OF AT LEAST ONE BUNDLE Perceptions of the quality of programming across free servicesincreased in Q2 2025, with AVOD services seeing an8%jumpin quality from Q2 2024. Higher household incomes are generallyassociated with a higher number of sources,particularly for those earning$100k+ Respondents use an average of10.87sources,compared to9.10in Q2 2024. Q2 VIDEO SPEND UP YOY; CONSUMERS CONTINUE TO SEE VALUE IN VIDEODESPITE PRICE INCREASES AND BEING INCREASINGLY COST CONSCIOUS TV’S ARE STILL THE FAVORITE DEVICE;SMARTPHONES PREFERRED BY ROUGHLY 20% Respondents continue to prefer watching video on their TVs by almost a 3x margin. The ratio of short form and longform viewing hasremained consistent across all devices. SMART TV PLATFORMS BECOMING INCREASINGLYIMPORTANT PURCHASE DRIVER 21.6% of respondents are planning to buy smart TV in the next 6 months, this isan increase of 6% from 15.1% in Q2 2024. Of those who are planning to purchasea new Smart TV in the next 6 months, 52.8% of respondents are planning to adda new TV to their home. In contrast, 47.2% are planning to replace a TV. In 2024,the ratio was reversed, with 43.1% adding a TV to a new room or location and56.9% planning to replace a TV they already had. of all respondents currently own a Smart TV,compared to 73.1% in the spring of 2024. have purchased a smart TV in the last 6months, remaining relatively consistentwith the 20.2% of respondents whoreported doing so in Q2 2024. Almosthalf those purchases, 48.7%, consistedof upgrades from a non-smart TV. This issignificantly higher than last year’s 41%. Importance of Smart TV platform (% of respondents who purchased a Smart TV in the last six months, adds up to 100%) of respondents who recently purchaseda Smart TV consider the specific smartTV platform to be at least moderatelyimportant, an upgrade of 5% from Q2 2024. 74% USE MULTIPLE APPS IN A SINGLE VIEWING SESSION;USAGE OF VOICE CONTROL GROWING AMONGST THOSE WHO HAVE IT Voice Controls The percentage of respondents who use multipleapps in each viewing session has remained constantsince Q2 2024, with 73.5% noting that they have touse multiple apps, compared to 72.7% in Q2 2024and 60% in Q2 2023. Also, 40.2% noted that theyuse more than two apps in a single session. Overhalf of respondents (51.5%) find it annoying tobrowse multiple apps before settling on somethingto watch. This is up about 3% year-over-year. When it comes to discovery methods, the percentage of those who find out aboutnew TV shows or movies from commercials has declined 5% year-over-year and over14% since Q2 2022.In comparison, word of mouth continues and recommendationsfrom friends continue to remain the most commonly used method of discovery. Voice control awareness and usage has increasedyear-over-year. 47.0% of respondents noted that theycurrently own an entertainment device that offers voicecontrol, an increase of about 5% since this time lastyear. Among those whose devices offer voice control,75.2% of respondents use this feature.