The Intentional Streamer: How Viewing Habits Are Reshaping the Future of TV
The days of endless scrolling through streaming menus appear to be waning. A new report from Tubi, based on a survey of 2,500 U.S. Adults by The Harris Poll, reveals a significant shift in how Americans consume video content. Viewers are becoming increasingly intentional, prioritizing value, flexibility, and purposeful engagement over simply having access to a vast library of titles.
The Rise of Intentional Viewing
Around 90% of respondents reported being most engaged while actively watching TV shows or movies, a notable contrast to the 79% who felt engaged while on social media. This suggests a move towards “lean-in” entertainment experiences, where viewers are actively choosing what to watch and dedicating focused time to it. Streaming sessions are also lengthening, with many reporting viewing periods of one to three hours or more.
This trend is also reflected in device usage. Over half of respondents now primarily stream on televisions or larger screens, signaling a return to the traditional, immersive viewing experience.
The Appeal of Free, Ad-Supported Streaming (Swift)
As subscription costs continue to climb, free, ad-supported streaming television (FAST) is gaining significant traction. Approximately 82% of respondents believe switching to free platforms can help offset rising expenses. Even more – 76% – would prefer watching content on a free service with ads rather than paying for a subscription that still includes advertising.
This isn’t just about saving money. The report indicates a growing acceptance of advertising, particularly among younger viewers. Gen Z demonstrates the highest tolerance for ads, especially when they are relevant and enhance the viewing experience. 68% of respondents said they don’t mind ads during streaming if they improve the experience, a significant increase from the previous year.
Did you know? The U.S. Streaming video market is projected to grow from $84.7 billion in 2024 to $112.7 billion by 2029, with growth increasingly driven by advertising-supported models.
Streaming as a Social Experience
Streaming is no longer a solitary activity. Around 75% of respondents view watching streaming content together as quality time, and 52% now watch with people outside their household – a year-over-year increase. Content preferences are even influencing relationships, with 61% more likely to date someone who shares similar tastes in movies and TV shows. However, sharing account credentials remains reserved for serious relationships, with two-thirds of respondents stating they would only share with a romantic partner.
Fandom, Nostalgia, and the Power of Connection
The report highlights the growing role of streaming in shaping identity and community. Approximately 68% of respondents feel “seen” when a service helps them discover content aligned with their interests, and 73% say streaming platforms make it easier to explore new genres while staying connected to familiar ones. Movies and TV shows remain the primary drivers of fandom, cited by 44% and 38% of respondents, respectively.
Nostalgia also plays a key role, with viewers turning to familiar content for comfort and connection. This trend is creating new communal viewing experiences and strengthening existing fandoms.
What This Means for Marketers
According to Cynthia Clevenger, Senior Vice President of Business-to-Business Marketing at Tubi, the key takeaway is that viewers are loyal to platforms that champion their passions. “Free streaming is taking mind share and creating a powerful opportunity by turning passion into performance as audiences actively participate in culturally resonant on-demand experiences,” she stated.
Frequently Asked Questions
- What is FAST? FAST stands for Free, Ad-Supported Streaming Television. It’s a model where viewers access content for free in exchange for watching advertisements.
- Is subscription fatigue real? Yes, the report indicates that nearly 74% of respondents would cancel a subscription if prices increase, and 67% skip content requiring an additional paid service.
- Are younger viewers more accepting of ads? Yes, Gen Z showed the highest tolerance for ads, particularly when they are relevant.
- Is streaming becoming more social? Yes, a significant portion of respondents view streaming as a social activity and enjoy watching content with others.
Learn more about the report here.
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