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Data : Linear TV consumption continues to decline globally
Data drawn from Kantar Media ’ s
annual international TGI Global
Quick View report , covering 37
countries and more than 80,000
respondents ( from 2021 to 2025 ),
reveals that the proportion of
adults globally who say that nearly
all of their TV / video watching is
through TV channels has fallen
from 12 % in 2021 to 7 % today ,
representing a decline of 42 %.
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Meanwhile the proportion of adults globally who say nearly all of their TV / Video watching is on demand , catch up or online has increased from 20 % in 2021 to 25 % today , representing a rise of 25 %. Further global highlights include :
• A growing proportion of connected consumers are watching a considerable amount of paid streaming per day , even from 2024 to 2025 , it ’ s increased by 3 percentage points from 28 % to 31 %.
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• 49 % of paid video streaming users cite cost as the most important factor when choosing a service trumping factors such as audio visual quality , content type , amount of content and the availability of original content .
• Willingness to accept ads for a lower cost has increased from 58 % to 62 % from 2024 to 2025 . Ad acceptance is particularly high in North America and the APAC ( Asia- Pacific countries including
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China , India , Australia and the far eastern countries ) at 65 % and 6 % and quite low in the Nordic countries – only 23 %. The number of people who search online for products they see advertised while streaming has also increased from 51 % in 2023 to 56 % in 2025 . Of this cohort , subscribers to Disney + with ads are far more likely to search for products seen advertised – at 63 % vs those who have Disney + subscription but without adverts at 47 %. |
12 EUROMEDIA |