The battle between linear television and streaming platforms continues to tilt in favor of digital consumption. New research from Kantar Media’s TGI Global Quick View Report 2025 reveals a steady decline in traditional TV viewership as streaming services expand their dominance worldwide. With audiences increasingly prioritizing on-demand convenience, cost-effective options, and ad-supported models, the way people consume entertainment is undergoing a profound transformation.
According to Kantar Media’s TGI Global Quick View Report 2025, which surveyed over 80,000 respondents in 37 countries, the number of adults who primarily watch traditional linear TV channels has dropped from 12% in 2021 to just 7% in 2025—a 42% decline in four years.
Conversely, those who predominantly consume content via on-demand, catch-up, or online platforms have risen from 20% in 2021 to 25% in 2025, marking a 25% increase.
This shift signals a fundamental change in audience behavior, with more viewers abandoning rigid broadcast schedules in favor of flexible, personalized viewing experiences. The key reasons behind the decline are:
Content accessibility – Streaming platforms allow users to watch shows whenever and wherever they want, unlike scheduled linear broadcasts.
Cost concerns – Traditional pay-TV subscriptions remain expensive compared to ad-supported or lower-cost streaming alternatives.
Younger audience preferences – Millennials and Gen Z viewers overwhelmingly prefer streaming, leading to a generational shift away from linear TV.
The growing influence of streaming services is evident in daily viewership trends. Between 2024 and 2025, the percentage of consumers who watch a significant amount of paid streaming content daily increased from 28% to 31%. This growth is driven by cost-conscious decision-making, with 49% of consumers ranking price as the top factor when selecting a streaming service—more than content variety, audiovisual quality, or exclusive offerings.
With rising subscription fatigue, more viewers are embracing ad-supported models in exchange for lower subscription fees. According to Kantar Media, in 2025 62% of global viewers are willing to accept advertisements in exchange for lower costs (up from 58% in 2024). But regional differences play a role, while in North America & Asia-Pacific there is a 65% acceptance of ad-supported models, in the Nordic countries only 23% are willing to accept ads.
This trend is reshaping monetization strategies for services like Netflix, Disney+, and Amazon Prime Video, all of which have introduced cheaper ad-supported tiers in response to demand.
Advertising on streaming platforms is proving highly effective in driving consumer action. In 2025: 56% of viewers reported searching online for products featured in streaming ads (up from 51% in 2023), and 63% of subscribers to ad-supported plans searched for advertised products compared to only 47% of ad-free subscribers.
These findings underscore the growing effectiveness of streaming advertisements, making platforms like YouTube, Hulu, and Netflix’s ad tier increasingly attractive to marketers.
While linear television’s decline is undeniable, it remains a crucial medium for specific content types:
Live Sports & Events – Major sporting events like the Super Bowl, FIFA World Cup, and Olympics continue to attract millions of live TV viewers.
News Broadcasting – Traditional news networks still hold an advantage in real-time coverage, especially during crises.
Older Audiences – Older demographics remain more engaged with linear TV, particularly in regions where digital adoption is slower.
However, as streaming platforms secure live sports broadcasting rights (such as Amazon Prime’s NFL deal and Apple TV’s MLS agreement), traditional TV’s strongholds are weakening.
The global decline of linear TV and the growth of streaming are shaping a new entertainment landscape. In the coming years, a hybrid model—where streaming and traditional TV coexist—is likely to dominate. The battle for viewership is no longer just about content, but about cost, flexibility, and engagement.
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