TiVo's Q2 2025 Video Trends Report shows consumers are turning to bundled video packages to combat streaming fatigue.
The average household now uses 10 video services, spending over $169 monthly, up from nine services last year.
Nearly a third of cord-cutters have returned to traditional TV packages, reversing a decade-long trend.
Local content viewing has surged to nearly 30% as smart TV ownership exceeds 75%.
Consumers are fighting streaming fatigue by embracing bundled video packages, even as the average household uses more services and spends more money than ever, according to TiVo's Q2 2025 Video Trends Report. The data suggests a market correction, with viewers recreating the simplicity of old-school cable to manage a chaotic and fragmented digital landscape.
Spending more, enjoying it less: The average household now juggles 10 video services, up from nine last year, while monthly spending has climbed to over $169. "Consumers are looking for simplification by increasingly opting into the bundles and platforms that provide the highest-quality content for their household at the best value," said Geir Skaaden, chief product and services officer at Xperi, TiVo's parent company.
Cord-cutter's remorse: In an ironic twist, the report reveals that nearly a third of people who previously cut the cord have since returned to traditional TV packages. That figure represents a jump of roughly 10 percentage points from last year, signaling a notable reversal of a decade-long trend.
The OS is the new boss: Viewers are also showing a renewed appetite for local channels, with time spent watching local content surging to nearly 30% of all viewing. This is happening as smart TV ownership climbs to more than 75%, where the TV's built-in operating system now influences the purchasing decision for over half of all buyers.
The streaming wars' "Great Fragmentation" may be ending, not with a single winner, but with a return to the rebundled convenience consumers fled. As the OS becomes a powerful gatekeeper, the industry is re-centralizing around the old-school value proposition of having everything in one place.
Also on our radar: While consumers are adding services, they're also quicker to cancel them, as SVOD churn rates have climbed significantly in the last year. That same report notes a corresponding boom in free ad-supported streaming (FAST), which saw an 8% year-over-year increase in usage as viewers look for more ways to supplement their paid subscriptions.
