Analysis

Parks Associates is forecasting that total subscription TV and video revenue in the U.S. will rise from $186.5 billion in 2025 to $190.7 billion in 2030.

According to Nielsen’s The Gauge, November 2025 delivered a 5.5 percent monthly increase in total TV and streaming usage.

While overall media and entertainment deal volume fell from Q4 2024 to Q4 2025, PwC reports that deal value rose 61 percent, driven by intensified competition for premium IP, improving financial conditions and streaming megadeals, including the upcoming Warner Bros. Discovery sale to Netflix.

Ad-supported TV viewing in the third quarter represented 72.9 percent of overall TV viewership, driven in part by the start of the football season, per Nielsen’s Q3 2025 Ad Supported Gauge.

Streaming in the AsiaPacific is set for strong growth over the next five years, according to 3Vision’s latest Video Markets Tracker report, which estimates that it will hit $71 billion by 2030, while pay TV will stagnate at around $33 billion.

Though YouTube, Disney and NBCUniversal remained the top three media companies in terms of total TV watch time, live sports—namely, the start of the NFL and college football seasons and coverage of the MLB postseason—shifted other rankings, according to Nielsen’s Media Distributor Gauge for October.

Ad spend in the U.S. creator economy in 2025 is expected to grow 26 percent—four times faster than the broader media industry—to $37 billion, per a new report from IAB.

Based on a survey of consumers in the U.S., U.K., Germany, France, Brazil and Mexico, 33 percent of streaming users feel that content and service fragmentation negatively impacts their TV experience, per Gracenote’s 2025 State of Play report.

For the first time, the number of U.K. viewers who watch broadcaster television content via apps has overtaken that of those who consume content over-the-air.

In its 2025 U.S. State of Streaming report, Samba TV has revealed that streaming now accounts for 60 percent of all TV time for Americans.