• by Wayne Friedman , Staff Writer, 5 hours ago

Ninety percent of modern streaming/TV viewers are more engaged with on-demand content than that of channel-based streaming service service (78%) or cable/satellite (71%) -- where TV shows and movies play at a scheduled time.

This comes from a Harris Poll in November/December 2025 (for the Fox Corp.’s streaming service Tubi) of 2,500 U.S respondents ages 18 years and older that stream at least one hour a week.

The report also finds that 48% of viewers have streamed more than three-and-a-half hours in one sitting -- up from 9% from a year ago -- and that 55% of viewers are streaming TV or movies between one and three hours in one sitting.

Compared to other media competitors on a broader overview basis, the report finds 90% of streaming viewers are more engaged than those on social media (79%). The research also says 51% prefer streaming on “bigger” screens, like TV sets.

Co-viewing continues to be a major part of streaming consumption: 75% of members agree household streaming with someone else is “quality time.”

But with co-viewing comes a little more time needed for program discovery, with 58% saying it takes at least 10 minutes to decide what to watch versus 84% who say it takes a few minutes to decide when watching alone.

Other research has shown that low cost -- or free streaming -- has seen rising viewing and engagement due to subscription price increases: 74% have or would cancel a subscription due to a price hike.