Some 85% of American consumers watch at least some live TV content. And, of this universe of live television viewers, 40% say they “typically watch” live TV on free, ad-supported streaming TV (FAST) services — a finding that further blurs the lines between what is “Live TV” and live-and-local programming.
The data come from a new annual report for purchase from Horowitz Research, a division of M/A/R/C Research, “State of Media, Entertainment & Tech: Viewing Behaviors 2025.”
The findings could be of particular interest to broadcast TV executives concerned that consumer confusion over the “Live TV” selection on Smart TV could draw viewers away from their over-the-air stations and instead to streaming video choices designed to supplant MVPD-distributed pay-TV offerings.
The Horowitz study finds that 91% of 50+ year-olds who participated in the survey tend to be more likely to watch live TV. That’s hardly a surprise. However, some 78% of 18-34 year-olds and 81% of consumers ages 35-49 report doing so as well — a message that OTT isn’t the end-all, be-all video medium for these important consumer groups.
Additionally, Horowitz finds that 57% of consumers spend at least half of their viewing time with live content. Live news and sports are the most popular live genres, followed by current episodes of new TV shows; this explains the track broadcast TV networks have taken in recent years when it comes to the Upfronts, with high-profile star-powered scripted fare now being placed on OTT platforms.
CORD-CUTTER CHOICE
The rapid embrace of “FAST” channels is more grim news for the MVPD, which is now being challenged by the cellular phone industry for home internet services as pay-TV service interest withers.
Of live TV viewers, some 36% rely on traditional cable/satellite providers while 33% use subscription streaming services and 19% turn to YouTube. Virtual MVPD services such as Fubo, to be acquired by Disney, attract 16% of the live TV viewers surveyed by Horowitz.
Naturally, Horowitz finds that younger live viewers (53% of 18-34 year-olds and 47% of consumers ages 35-49) are much more likely to use FAST services to watch live TV content than their older counterparts (29% of 50+ year-olds).
“The rising dominance of FAST services for live TV viewing is an important and welcome development for everyone in the media ecosystem,” said Adriana Waterston, Executive Vice President and Insights & Strategy Lead for Horowitz Research. “It is critical for the health of the media ecosystem to offset the loss of advertising revenue in the traditional television space, and FAST is providing that path to sorely needed equilibrium. Further, it is giving advertisers a direct route to younger, Gen Z audiences, whom traditional TV advertising has not been effective at reaching.”
The survey was conducted in March 2025 among 2,000 consumers 18+ who are decision makers about subscription services in their home. Data have been weighted to ensure results are representative of the overall U.S. population.
