Comscore's 2025 "State of Streaming" report confirms a massive viewer migration to free and ad-supported services, which saw a 43% surge in hours watched over the last year. The data shows a clear consumer preference for value and simplicity, a trend reshaping the entire streaming landscape.
Poster child pivots: Take Netflix, for example. The company, once the poster child for subscription-only models, now sees nearly half of its total U.S. household viewing hours on its ad-supported tier—a jump from about a third just a year ago.
The new normal: The move toward ad-supported tiers comes as streaming solidifies its place as the primary screen in American homes. Comscore reports that over 96 million households now use a connected TV, watching content across nearly seven different services. In a maturing market, the appeal of "free" is a powerful differentiator.
The 'why' behind the watch: “Consumers are navigating crowded streaming options with the clear intention that they want value, simplicity, and content that’s easy to access,” said Jen Carton, SVP of Product Management at Comscore, in the report. She notes the trend reflects how FAST and ad-supported options are meeting viewer needs in a "culturally resonant and commercially viable" way.
The data confirms that cost and convenience are no longer secondary considerations but the primary drivers of viewing habits. The future of streaming appears to be a hybrid model where even the biggest players must embrace ad-supported tiers to compete and retain audiences.
For those looking to dive deeper, Comscore is hosting a webinar in November to unpack the report's data. Meanwhile, the report is making waves beyond media, with some analysts tracking the institutional trading of Comscore's stock in its wake. The report also fits into the company's broader strategy, which includes a recent partnership with TiVo to bolster cross-platform measurement.
