Streaming Fuels Peak in Average TV Viewing Hours

TV usage closed out 2025 on a high note and streaming was firmly in the driver’s seat.

According to Inscape’s latest TV Market Trends Report, in Q4 2025, total TV consumption climbed to 22.1 average hours per household per week, up 1.5 hours year-over-year. Nearly all of that growth came from streaming, which added 1.4 hours on average and accounted for close to 60% of total viewing time, a record share.

Meanwhile, traditional cable and satellite continued their gradual slide, dipping below 28% of total viewing time. Over-the-air remained steady but comparatively small, but vMVPDs increased their share to just over 5%.

At the device level, the shift is even more pronounced. More than half of smart TVs either streamed exclusively (35.7%) or paired streaming with vMVPD usage (15.2%) during the quarter. By contrast, TVs relying solely on cable/satellite/OTA fell to a record low of 6.6%.

The takeaway: Streaming isn’t just growing — it’s defining the center of gravity for TV consumption, while traditional inputs increasingly play a supporting role.

For more smart TV insights, download Inscape’s full report here.