Audience expansion in both ad-supported (AVOD) and FAST channels shows no signs of slowing with big gains across the board. That’s the key finding from a new study from Comscore that examines the “state of streaming” in the U.S., providing new insights to broadcast TV companies eager to monetize its digital content.
According to the report, total hours watched across major free ad supported streaming services grew by 43% year-over-year, based on Comscore CTV Intelligence reports comparing August 2024 to August 2025.
It’s no secret that ad-supported video-on-demand platforms are growing along with free ad-supported streaming television, based on other industry research of late. The Comscore report, however, offers fresh data on just how AVOD is gaining momentum: Netflix now sees 45% of total household viewing hours on its ad-supported tier. That’s up from 34% one year ago.
“Consumers are navigating crowded streaming options with the clear intention that they want value, simplicity, and content that’s easy to access,” said Jen Carton, SVP of Product Management at Comscore. “This year’s State of Streaming report reflects that shift and shows how FAST and ad-supported options are meeting those needs in a way that’s culturally resonant and commercially viable.”
Overall, Connected TV streaming in internet-enabled homes reached 96.4 million households, an increase of 849,000 year-over-year. The time spent streaming rose to 13.9 billion hours, a 6% increase year-over-year. The average household watched content from 6.9 streaming services, reflecting modest growth as the market reaches maturity.
With households now spending nearly 5 hours per day streaming, it has become the default viewing experience for millions of Americans. For many households, creator-driven video sits alongside premium series, sports, and films as everyday viewing. Platforms like YouTube are no longer viewed as “separate categories” but as integral parts of the streaming diet, as the report points out, “more than half of U.S. households stream YouTube content monthly for free.”
The full State of Streaming 2025 report, which explores the trends shaping the future of content, advertising, and technology across screens, is available via this link from Comscore.
