An entertainment landscape in flux
The way consumers watch video is changing faster than ever. Choice is exploding, viewer loyalty is becoming harder to earn, and the home screen is transforming into the most valuable real estate in entertainment.
These changes present both challenges and opportunities. On one hand, fragmentation makes it harder for audiences to discover content and stay engaged. On the other hand, the rising adoption of smart TVs, bundled offerings and personalized recommendations creates new pathways to win attention, deliver value and strengthen customer relationships.
TiVo’s Q2 2025 Video Trends Report is packed with fresh consumer data, highlighting the forces reshaping video entertainment and how you can adapt your strategy to stay competitive.
The great rebundling gains momentum
The streaming world is expanding and U.S. viewers now juggle nearly 11 different video sources on average, a significant increase year over year. Choice is abundant, but it’s also creating a fragmented, costly experience.
That’s where bundling is starting to take center stage. Nearly half of respondents now subscribe to at least one bundle, with high-profile packages, such as Disney+, Hulu, and Max, leading the adoption. For TV providers and digital publishers, this signals a turning point: Strategic partnerships and smart bundling could be the key to standing out in a crowded market. For advertisers, bundles offer consolidated, high-value inventory opportunities.
Consumer spending holds strong, but loyalty is fragile
Even against an uncertain economy, viewers are spending more each month on video entertainment. They’re willing to pay for value, but their expectations are higher than ever. Personalization, convenience, and seamless user experiences aren’t “nice to haves” — they’re now the price of admission.
One striking shift? Discovery habits are moving away from traditional ads. Viewers are increasingly relying on social buzz, peer recommendations and algorithm-driven suggestions to decide what to watch. For publishers and advertisers, the lesson is clear: Investing in smarter discovery engines and leaning into social-driven ecosystems is essential to capture — and keep — audiences. For TV providers, this means your platform must compete with social media for discovery.
Smart TVs: The hub of home entertainment
Smart TVs are becoming the default, More than three-quarters of households now own one, and a wave of recent purchases shows just how central it has become in shaping viewing behavior.
This shift opens a powerful distribution channel. Optimizing experiences for smart TV platforms — whether through best-in-class apps, intuitive UI enhancements or strategic platform partnerships — will be crucial for reaching audiences where they already spend most of their screen time.
Personalization and voice are defining the experience
With most viewers hopping across multiple apps in a single session, personalized recommendations have become a dominant driver of content discovery. The share of daily viewing influenced by these recommendations has jumped significantly over the past year.
At the same time, voice control is gaining ground — and those who have it are increasingly using it. Providers, publishers and OEMs who double down on robust personalization engines and intuitive voice features won’t just improve discoverability; they’ll earn the kind of frictionless experiences that build long-term loyalty and drive higher platform engagement.
What this means for the future
The Q2 2025 TiVo Video Trends Report makes one thing clear: Agility is the new advantage. Success in today’s video ecosystem depends on the ability of all stakeholders to:
- Respond quickly to shifting consumer habits by prioritizing data-driven content strategies.
- Differentiate with bundles and strategic partnerships to offer simplicity and value.
- Prioritize smarter discovery, personalization and seamless user experiences to cut through the fragmentation.
- Meet viewers where they are — on smart TVs and other dominant platforms — with best-in-class performance.
- Leverage new consumption and discovery trends for more effective monetization.
Download the full Q2 2025 TiVo Video Trends Report to understand the forces reshaping the market and take action today to secure your place on tomorrow’s home screen.
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