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U.S. households like streaming more than twice as much as paid TV

November 07, 2025

Future of Video

State of Streaming

Parks Associates has shared some findings from its S.O.S. State of Streaming report, and the headlining figure relates to the ubiquitous adoption of subscription-based streaming services. The consulting firm found that 91% of U.S. internet households pay for at least one streaming subscription.

Parks Associates found that just 41% of the surveyed households are signed up for traditional pay TV — that’s a whopping 50 percentage points behind the rate of streaming adoption.

“Streaming is no longer just about content access—it’s about experience, engagement, and profitability,” said Parks VP of Research Jennifer Kent. “The lines between streaming, broadband, and commerce are blurring. The television has become a connected platform—one that unites content, advertising, and transaction opportunities in a single experience.”

Parks has the numbers to depict that shift in action, and it plans to distribute the full version of the State of Streaming report at its Future of Video: Business of Streaming conference later this month.

From the article, "U.S. households like streaming more than twice as much as paid TV" by Sam Gutelle

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