The news: Adults in the US and Canada now subscribe to more than 10 video streaming services on average, with seven paid and four non-paid services. Daily viewing exceeded five hours, a 0.7-hour increase YoY, per TiVo’s latest video trends report.

Seven in 10 respondents use ad-supported or free ad-supported streaming TV (FAST) services, accounting for 13% of total viewing time.

• FAST viewers watch 7.5 channels on average, up two channels YoY.
• 66.% of FAST users noted that those channels are the primary way they watch live TV. 
• The top FAST platforms are Pluto TV, Tubi, Roku Channel, and Amazon Prime Video.

Nearly three-quarters (71%) of respondents believe their current number of streaming services feels “just right.” However, the number of those who think they have “way too many services” increased 7% YoY.

Why it’s worth watching: Despite inflation, consumers continue to spend on home TV services. Monthly video entertainment spending hit $161.17, reversing previous declines.

Viewing time, service subscriptions, and monthly spend all rose in Q4 2025—the strongest numbers since the pandemic era, per TiVo. 

However, even though consumers may be more engaged, they’re struggling to find content across a fragmented market, making discoverability a growing pain point. 

• 49% cite word of mouth as the top discovery method, ahead of social media (40%).
• 40% of viewers check two or three apps before choosing what to watch.
• Discoverability problems hit sports viewers the most, with 69% of sports fans saying that watching sports has become harder, and 36% skipping an event if it’s not on their existing video services.

Roku, LG Ad Solutions, and the BBC are all investing in home-screen discovery tools, per Broadband TV News.

Recommendations for marketers: Connected TV (CTV) brands, streaming device makers, and video marketers must shift focus to reducing discovery friction to sustain attention and engagement.

• Short-form video trailers, clear categories and alternatives, and “more like this” prompts can keep viewers engaged.
• CTV and device brands can optimize for home screens, use word-of-mouth and social discovery levers, and prioritize simplicity in ad placements within viewer surfaces.

In addition, while viewer access to sports has become more complex, fragmented sports platforms can unlock new advertising opportunities—in pricing flexibility and target audience segmentation.

This content is part of EMARKETER’s subscription Briefings, where we pair daily updates with data and analysis from forecasts and research reports. Our Briefings prepare you to start your day informed, to provide critical insights in an important meeting, and to understand the context of what’s happening in your industry. Non-clients can click here to get a demo of our full platform and coverage.