👀 Americans are watching more video and returning to cable
A TiVo (Xperi) report on video trends in the US and Canada for Q2 2025 shows that viewers are using more services and spending more money, despite rising prices.
The average number of services used grew to 10. Bundled offerings that provide access to diverse content are gaining popularity.
The importance of local content sharply increased—it now accounts for 29.8% of total video viewing time (up from 21% a year ago).
The share of viewers who had previously cut the cord but returned to a cable subscription grew to 31.9%.
A noticeable shift occurred: SVoD content consumption in the morning rose to 15.5%, although prime time remains the leading viewing period.
The number of Smart TVs continues to grow, owned by 75.2% of respondents. Overall, consumers are looking for the convenience that diverse content in one place provides.
