DENVER—A new survey highlights just how important streaming has become in the entertainment landscape. Data compiled by Adtaxi shows streaming isn't just an alternative to traditional TV. It’s now the primary way Americans access and watch video content with 70% of U.S. adults reporting that they select a streaming service as their default viewing choice.

The 2025 Streaming TV Survey from Adtaxi also found that cable and broadcast TV continue to decline as viewers’ primary viewing choice and that consumers are spending about $50 a month on streaming content.

“As of 2024, streaming TV had fully crossed into the mainstream. For advertisers, it’s no longer a complementary channel to broadcast and cable—it’s the foundation of any media plan built to reach today’s audiences,” said Adtaxi director of research Murry Woronoff. “For 2025 and beyond, brands must lead with digital-first, video-centric strategies to capture attention, drive engagement, and influence purchase decisions across every generation.”

The researchers described the key findings from the report as follows:

• Streaming is the New Normal: 70% of U.S. adults turn to streaming as their first choice for TV and video content, while traditional TV continues its decline—cable accounts for just 16.6% of default viewing, and broadcast only 4.9%.
• Multi-Screen Viewing: Nearly two-thirds (64.8%) of U.S. adults watch video content on smartphones or mobile devices, making it the most popular screen for streaming. Consumers now use an average of three different screens to watch content.
• The Subscription Mix: The average U.S. household subscribes to 3.3 paid streaming services while also using 2.7 free, ad-supported platforms, reinforcing that FAST (Free Ad-Supported Streaming TV) is now a core part of the viewing experience, not just an add-on.
• Cord-Cutting Continues, But Some Traditions Hold: While streaming dominates, some viewers still hold onto traditional TV for live events like sports and news. However, just 7.1% of Americans report no digital consumption at all, proving that streaming has reached near-total market penetration.
• Streaming Spending Trends: The average U.S. household now spends roughly $50 per month on streaming subscriptions, reflecting both the increasing demand for content and the willingness of consumers to curate their own media bundles. While most households keep costs modest, the number of high-spending streamers is growing.

“The findings of our 2025 Streaming TV Survey provide essential insights for marketers as they plan their advertising strategies for the year ahead,” said Chris Loretto, executive vice president of Adtaxi. “With streaming the default viewing choice for the majority of Americans, successful brands must embrace both paid and free platforms to effectively reach their target audiences.”

The full report is available for purchase here.

DENVER—Digital marketing agency Adtaxi has unveiled a new survey showing the Super Bowl has become a multiplatform experience, with almost 70% of Americans utilizing an average of two or more additional media platforms to engage in related content.

Adtaxi’s 2025 Super Bowl Survey also found that almost half of Americans choose streaming and connected TV over cable and broadcast options.

Another notable finding is that in the run-up to the Feb. 9 game pitting the Philadelphia Eagles against the Kansas City Chiefs, set to air on Fox, more adults said they were interested in the Super Bowl ads than the game itself or the halftime show.

“With the recent increase in data surrounding ‘double-screening,’ it is increasingly crucial for marketers to know and utilize the fact that the majority of Americans plan to utilize both their ‘big screen’ and ‘little screen’ while watching this year’s Super Bowl,” said Adtaxi director of research Murry Woronoff. “Social media has emerged as the top secondary media choice for audiences primarily using broadcast, cable, and radio. Marketing plans need to include both typical viewing options and social media campaigns to effectively reach intended audiences.”

Other key findings include:

• Game-Day Enthusiasm: Super Bowl ads once again reign supreme for pre-game anticipation, capturing the interest of 68% of adults, surpassing both the game and the halftime show. Interest in the game itself is firm among men (50%) and upper-income adults (47%), while women (38%) and younger adults under 45 (39%) demonstrate the strongest interest in the halftime show.
• Platform Audiences: The Super Bowl is no longer confined to traditional TV viewing. With 77% of respondents indicating they will watch, listen, or follow the event, half will “tune in” using digital video (connected TV or streaming services). This surpasses traditional cable and broadcast TV’s combined 32% share of the total audience.
• Secondary Engagement: Seven in 10 Super Bowl viewers will engage with secondary media platforms beyond their primary source. Social media has emerged as a top secondary media choice for viewers of Digital (46%), Cable and Broadcast TV (30%) viewers. Only 31% of respondents intend to only utilize one content source.
• The Continued Rise of Digital Video: Overall, 69% of viewers will incorporate digital video into their overall consumption on Super Bowl Sunday. 71% of audience members plan to use digital video as their primary source of viewing, while 29% will use it as a secondary source.
• Big-Game Betting: Adults who plan to place a Super Bowl-related wager represent a valuable opportunity. Among bettors, two-thirds (68%) anticipate spending under $200—nearly half will bet under $50. Only 13% are expected to wager $500 or more. As for platforms? More adults cited DraftKings when asked about placing sports bets, followed by FanDuel in second and BetMGM in third.

“The findings of our 2025 Super Bowl Survey show the increasing fragmentation in consumer media habits, allowing brands to capitalize on its multifaceted appeal,” said Chris Loretto, executive vice president of Adtaxi. “As the trends toward cord-cutting continue and social media platforms become more integral to live events, we see the Super Bowl’s distribution and engagement strategies shifting even more toward online. We predict the future bringing more personalized and targeted advertising, leveraging data analytics to tailor commercials to the viewer’s preferences—possibly in real-time.”

The full report is available to purchase here.

DENVER—Adtaxi’s 2024 Streaming TV Survey is predicting that the rapid rise in the popularity of streaming services will once again produce declines in traditional TV viewing and pay TV subscribers this year.

The annual survey found that streaming levels surpass 80% of U.S. adults in 2024 and that Americans are now choosing streaming as their default source for viewing content. Nearly three in four (73%) list streaming as the first destination for content, versus cable (15%) and broadcast (6%). 

That in turn is producing declining interest in cable and broadcast options. In just the past year, the study found that there has been a 50% decrease in the percentage of adults who first turn to cable and broadcast for viewing content, as streaming has become the top choice for the majority of Americans, regardless of gender, age, or household income level.

“Each year, streaming utilization increases as more Americans move away from cable and broadcast options,” said Adtaxi director of research, Murry Woronoff. “A recent report from eMarketer supports our findings, claiming that they expect 10 million adults–representing 5 million households–to cut the cable cord in 2024. We anticipate streaming to continue to dominate the market as consumers rely on digital devices more and more.”

Key takeaways from the Adtaxi’s survey include:  

• Default Source: 73% of adults turn to streaming services before cable (15%) and broadcast (6%). Over half of those who belong to groups that typically are slower to adopt technologies, including older Baby Boomers, the Silent Generation, and those with household incomes below $35,000, are also preferring streaming. 
• Device Decisions: When choosing how to watch TV and video content, the majority (72%) watch through their TV set – but not exclusively. Over the past 30 days, respondents also consumed TV via their smartphone (59%), laptop (37%), and tablet (30%). On average, Americans use 2 different devices to consume content. 
• Streaming Service Subscriptions: In 2023, only 62% of free streamers incorporated 1 or 2 different services, but in 2024, this figure has dropped to 48%, as the majority utilize 3 or more services. Paid streamers have increased from using an average of 3 services to 4. The average monthly expenditure of paid streamers is in the range of 70-75 dollars.
• How Viewers Respond to Ads: On average, streamers who respond to ads do so in two or more ways. Over half (51%) go directly to a company’s website, 40% look at the company’s social media, and 36% consider a company review. 
• Advertising Effect: When it comes to advertising on streaming services, a significant majority of respondents (two-thirds) have observed a rise in the volume of ads displayed while streaming. Of those respondents, half claim the increase in ads has a negative effect on their viewing experience.
• Necessary Features: When asked what features are most important in a streaming service, a substantial majority of consumers (60%) said low price was a top priority, followed by a large content library (48%), commercial-free options (42%), and easy user interface (36%). The least important options for consumers are offline viewing (21%), personalized recommendations (22%), and professional sports (22%).

“The findings of our 2024 Streaming TV Survey are extremely crucial for digital marketers to utilize as they create their marketing and advertising plans for the upcoming year,” said Chris Loretto, executive vice president of Adtaxi. “As streaming continues to dominate viewership, utilizing both paid and free platforms will be highly important for reaching key audiences. Throughout 2024 and beyond, digital mediums will continue to be a necessary portion of marketers’ strategies.” To view the full report, click HERE.

This survey was conducted online using Survey Monkey, among a sample of 1,137 adult respondents. The surveyed population is balanced across U.S. geographic regions, income levels, gender, and age. The survey was conducted on November 2, 2023.

The full report is available here. 

DENVER, Colo.—The annual Adtaxi Super Bowl Viewership survey highlights both the ongoing shift towards streaming media and the potential impact of Taylor Swift on the game’s audience. 

For Super Bowl LXVII, the Adtaxi survey found that audiences will rely heavily on digital services, with more than one third (36%) of those surveyed saying they plan to stream the big game, up from 30% in 2023 and 21% in 2019. For the 2024 game, 20.2% said they would watch it via broadcast TV, 16.1% on a cable TV offering and 10.2% on satellite TV. 

“It is not surprising that we continue to see the shift of viewers from traditional sources to streaming options,” said Adtaxi director of research, Murry Woronoff. “From 2023 to 2024, the streaming TV audience share is set to grow by 19%. That is compared to a 27% decline in viewership from year to year for broadcast and cable TV. This data points to a changing TV landscape where streaming services are capturing a larger segment of the traditional television audience. We anticipate this trend to continue for years to come.” 

The researchers also noted that the audience for streaming TV (36%) is projected to match the combined viewership figures of broadcast television (20%) and cable TV (16%) Additionally, 10% claim to use a streaming service as a secondary content platform. Overall, 45% of the adult Super Bowl audience incorporates streaming TV services into their overall game-day viewing experience.

The survey reveals evolving viewer interest in the Super Bowl, with 41% of participants expressing peak enthusiasm for the game itself, a modest rise from 38% in the previous year. Interest in the halftime show has seen a more significant increase with 34% of respondents indicating it as their highlight, up from 27% last year.

In terms of social media consumption, the study found that on average, adults consuming the Super Bowl engage with an additional 2.1 media platforms for related content. The survey found that 71% of the adult Super Bowl audience claims they will use additional media platforms beyond their primary consumption method. Among these platforms, social media has emerged as a top choice for users of streaming services. Further pointing to a decrease in reliance, broadcast and cable post high as a secondary source.

The survey also covered Taylor Swift’s impact on football, viewership and sales. Due to the singer-songwriter’s relationship with Kansas City Chiefs player Travis Kelce, 45% of respondents claim the courtship has had some level of impact on their interest in the football world. Furthermore, among participants who identify themselves as dedicated fans, the audience reporting an influence on their actions exceeded 70%. 

About 29% of those surveyed are more likely to follow professional football, including the Super Bowl, based on Swift’s impact. This figure doubles among her dedicated fans, highlighting a significant link between celebrity relationships and sports engagement.

About one in five (20%) of respondents, and nearly 50% of Swift’s fans, are spurred to engage with sports content due to the singer-player relationship. Again looking at dedicated fans, they are almost three times more inclined to buy sports merchandise and twice as likely to support football-related charities.

“These findings reveal that influencers have a particularly strong impact on individuals who are already invested in their content or the related niche. As marketers, it is more important than ever to be aware of top trends and capitalize on them in advertising,” said Chris Loretto, executive vice president of Adtaxi. “It is equally as important to note where and how people are consuming content, as streaming services and social platforms grow in popularity.” 

The full report and additional data can be accessed here.  

DENVER, Colo.—The digital marketing agency Adtaxi has released a new survey showing an accelerated shift towards streaming. It found that nearly half (49%) of consumers planned to stream the Superbowl and that two thirds (64%) of consumers choose streaming as their preferred method of content consumption. 

The Adtaxi annual “Consumer Streaming Trends and Super Bowl Viewership” survey also reported that one third (33%) of Americans plan to cancel their cable subscription in 2022. 

“It is no surprise that consumers are favoring the convenience of streaming services,” said Chris Loretto, executive vice president of Adtaxi. “The results of the survey underscore the importance of capitalizing on digital audiences and is a continuation of years-long consumer trends towards convenience, cost-efficiency, and personalization in media consumption.”

The survey shows that the percent of Americans still paying for cable services has fallen below 40%, down from over 50% just 3 years ago and that only 36% of cable subscribers are turning to cable first when they turn on the TV. 

The intention to cut the cord also seems to be accelerating, with 33% of Americans saying they plan to cancel their cable subscription in 2022, up from 31% in 2021 and 28% in 2020.  For those wanting to move away from cable, 22% claim they like the option of “binge watching” shows and 27% want to watch on their own schedule. 

“We can anticipate continued declines due to viewing preferences and cost, the multitude of streaming-capable devices over TV sets in the home, and increased competition directly from streaming services. Comcast alone lost 1.5 million TV subscribers in 2021,’ said Adtaxi director of research, Murry Woronoff. ”It is clear that cord-cutting will continue moving forward and we can expect it to continue at its current brisk pace in 2022.” 

In contrast the survey found high levels of engagement with streaming, with 92% of respondents stream some form of TV/Video content. The majority do so through either Connected TV (64%), followed by Smartphone/Mobile (54%) and/or Laptops (38%). 

In addition, nearly two-thirds (64%) of consumers make streaming their default setting – the first thing they check for content. One-third of TV streamers obtain 100% of their TV/Video content from such services and 77% of TV streamers get the majority (over 50%) of their content via streaming services.  

When it comes to viewing advertisements on streaming services, 33% of Americans believe the ads are more applicable to their personality and preferences. That beats cable (13%) and broadcast TV (10%) combined. 

When asked what streaming services consumers had used in the past 30 days, 71% had used Netflix, 63% used Amazon Prime, 53% used YouTube TV, 44% had used Hulu and Disney+, and 32% had used HBO Max. Out of all the services listed (30), the majority of respondents (38%) said Netflix was the outlet they use most often followed by YouTube (14%). 

This shift towards streaming was also highlighted in the survey’s findings regarding Super Bowl viewership. A slight majority of viewers (51%) plan to watch the Super Bowl on broadcast or cable TV, but digital will account for 49% of the total Super Bowl audience due largely to TV Streaming. 

The survey also found that the big game is a cross platform event, with 46% of Americans saying they will interact with various forms of digital media while watching the game. 31% state they will be using social media, 15% will be on a sporting website, and 8% will be using online forums. 

Similar to 2021, the majority of Americans will be skipping larger social gatherings. 43% of Americans plan to watch the Super Bowl either alone or with family at home, while 11% plan to throw a watch party, and an additional 11% plan to attend one. The survey also found that only 3% of consumers plan to watch the game from a bar or restaurant. In total, only 25% of Americans plan to watch the Super Bowl outside of their homes.

“With all eyes on Super Bowl LVI, these survey results offer insight into how marketers should maximize their reach. With nearly half of Americans (46%) utilizing digital media while watching the big game, it will be important for marketers to prioritize multiple platforms,” added Loretto. “The key to resonating on these social and streaming platforms will be a voice and strategy that is highly adaptable to changing circumstances and evolving preferences.”

This survey was conducted online using Survey Monkey among a national sample of 1,127 adults spanning across U.S. geographic regions, income levels, gender and age, with Super Bowl viewers represented by the 772 respondents who indicated they plan to consume the Super Bowl. The survey was conducted on January 14th, 2021.

DENVER—The Super Bowl is likely to remain the biggest television event of the year when the Kansas City Chiefs and San Francisco 49ers play in Miami on Feb. 2, but the way that viewers watch the game is changing.

According to the 2020 “Super Bowl Viewership and Consumer Streaming Trends Survey” from digital marketing agency Adtaxi, the number of viewers planning to stream the Super Bowl is the highest ever, coming in at 24%. That continues growth from the last two years, which saw the big game streamed by 8% for Super Bowl LII and 21% last year for Super Bowl LIII.

“The horse is out of the gate. Digital platforms are capturing historic Super Bowl audiences, with TV and cable increasingly losing hefty chunks of audience with each passing year,” said Chris Loretto, executive vice president of Adtaxi. “As streaming services flood the market with competing content, prices and access, the question is not whether Americans will stream big games, but which services will nab their attention.”

Adtaxi dived deeper into some of the potential viewing habits for this year’s Super Bowl. It found that 69% of viewers plan to use more than one platform to engage with Super Bowl content, 78% of which plan to use social media during the game. As far as content, 62% said they are enthusiastic about watching the commercials, 58% for the game and 48% for the halftime show.

The survey also delved into other streaming habits. Adtaxi reports that 68% of its respondents consume the majority of their TV over streaming, while 30% consume all of their TV via streaming. When it comes to ads, 31% said streaming offers the most personally relevant ads, compared to 21% and 12% for cable and traditional TV, respectively.

On the topic of cord-cutting, 26% said they already cancelled a cable or satellite subscription in favor of streaming, while 28% plan to do so in the coming year. For those planning to, 51% said it was to save money, 36% because they want to watch on their own schedule, 35% want the option of binge watching and 27% want to avoid traditional TV commercials.

For more information, visit Adtaxi’s website.

DENVER—Call it a sign of the times –21 percent of Super Bowl LIII viewers will stream the game this year, a 160 percent increase from the 8.1 percent who did so for last year’s content, according to the results of a new survey from digital marketing agency Adtaxi.

The finding, part of Adtaxi’s annual Super Bowl Viewership and Consumer Streaming Trends Survey, underscores the growing reliance consumers are placing on streaming media as a source of live television, including sports.

“As new streaming services and content options emerge left and right, consumers are increasingly finding that their television needs can be met entirely through digital platforms—including watching live sports,” said Chris Loretto, EVP of Adtaxi. “Based on the exponential shift in our data, we may well see a day when Super Bowl streaming overtakes traditional TV viewership completely.”

Other Super Bowl related findings include:

• 68 percent they will use some other media platform to engage with Super Bowl content while watching. 78 percent will use social media; 30 percent will use group chats; 28 percent will visit sports websites and 15 percent will access online forums.
• 53 percent said they are looking forward to the game; 27 percent are looking forward to the commercials; and 20 percent are most excited about watching the halftime show.

Other results:

• 61 percent of respondents said they would not miss cable TV if forced to give it up forever. Additionally, 64 percent plan to cancel their cable subscriptions at some point in favor of streaming content; 41 percent said they will do so this year;
• 60 percent said their reason for transitioning to streaming was to save money; 43 percent was to watch on their own schedule; 43 percent to binge watch TV; 36 percent to avoid traditional TV commercials; and 27 percent said to get to the content they prefer. (Respondents could choose more than one reason.)

The online survey was done by polling 1,000 people across country. Adtaxi said the demographics represented a broad range of household income, geographic location, age and gender

DENVER—The big winner from this year’s Academy Awards may not be anyone taking home a trophy, but the growing idea that streaming is carving out its place in TV viewing; that’s the big takeaway from a new report from Adtaxi, “Streaming the Oscars.”

The results from the national survey indicate that streaming of the Oscars is expected to increase by 28 percent from last year. Even with those that are planning on watching through traditional TV or cable, 59 percent are planning to use a secondary channel to consume related content, whether it be from social media platforms, entertainment websites or apps.

['The Oscars: All Access' to be Live Streamed By Facebook]

“More consumers than ever before are streaming popular television events digitally and an even larger population is engaging with additional media sources while they watch,” said Chris Loretto, Adtaxi executive vice president. “This means with a strategic, targeted, multi-platform approach, digital advertisers have greater opportunities to capitalize on these programs to reach key audiences with relevant content. Not to mention, viewers are afforded more control and flexibility to watch when they want, how they want.”

Additional findings among the survey showed that social media (77 percent) is the most popular additional media content that people will use while watching the award show. The largest age group that is likely to view additional content is 18- to 29-year olds at 68 percent. Also, women are 34 percent more likely to use additional media during award shows then men.

The 2018 Academy Awards take place on Sunday, March 4.