Streaming has already shifted viewing habits toward IP delivery, with a forecast that 77% of global video traffic will be internet-based by 2025. In the U.S., average monthly streaming time reached 31 hours in 2023, while U.S. households keep adding to their connected TV libraries. The same hardware wave shows up in 4K and HDR adoption and in the spread of advanced audio support across streaming titles.
Key Takeaways
- US$93.4 billion U.S. pay-TV subscriptions revenue in 2023
- 38% of U.S. adults report using ad-supported streaming services in 2024
- Average time spent watching streaming TV per month in the U.S. was 31 hours in 2023
- In 2024, 70% of global video service providers planned to increase spend on AI-driven personalization
- By 2025, 77% of global video traffic is projected to be IP-based (internet video) (Cisco VNI forecast)
- 37% of U.S. TV viewers reported being willing to pay more for ad-free streaming in 2024
- 4K TV adoption reached 66% of global TV shipments in 2023
- Dolby Vision supported TVs accounted for 31% of global TV shipments in 2023
- The global HTTP adaptive streaming market is projected to reach US$xx by 2026 (industry projection)
- Pay-TV subscriber monthly churn in the U.S. averaged 1.5% in 2023 (customer churn rate metric)
- U.S. cable TV average monthly bill was US$99.13 in 2023 (consumer cost metric)
- Amazon Prime Video price for selected markets was US$14.99/month as of 2024 (subscription pricing metric)
- 15.1% of adults in the UK reported watching online video using a TV set at least weekly in 2024
- In 2023, U.S. video streaming and pay-TV accounted for 3.5% of total consumer expenditure (household spend on video services)
- In 2024, 4K UHD was reported as the most common screen resolution offered by major smart TV manufacturers in global shipments
Streaming and AI personalization are accelerating on IP networks as 4K and HDR adoption climbs.
Related reading
01 · Category
Market Size1 stats
01
US$93.4 billion U.S. pay-TV subscriptions revenue in 2023
Interpretation
Market Size Interpretation
In the Market Size category, U.S. pay-TV subscriptions generated US$93.4 billion in revenue in 2023, underscoring the scale and ongoing financial weight of subscription television in the United States.
02 · Category
Audience & Viewing2 stats
01
38% of U.S. adults report using ad-supported streaming services in 2024
02
Average time spent watching streaming TV per month in the U.S. was 31 hours in 2023
Interpretation
Audience & Viewing Interpretation
In the Audience and Viewing landscape, 38% of U.S. adults used ad-supported streaming services in 2024, and they collectively spent an average of 31 hours per month watching streaming TV in 2023, underscoring how mainstream streaming has become.
03 · Category
Industry Trends4 stats
01
In 2024, 70% of global video service providers planned to increase spend on AI-driven personalization
02
By 2025, 77% of global video traffic is projected to be IP-based (internet video) (Cisco VNI forecast)
03
37% of U.S. TV viewers reported being willing to pay more for ad-free streaming in 2024
04
Netflix had 260.28 million global paid memberships as of Q4 2024
Interpretation
Industry Trends Interpretation
In Industry Trends for television, the move toward smarter and more IP-based streaming is clear with 70% of global video providers planning higher spend on AI-driven personalization in 2024 and 77% of global video traffic projected to be IP-based by 2025.
04 · Category
Technology & Performance8 stats
01
4K TV adoption reached 66% of global TV shipments in 2023
02
Dolby Vision supported TVs accounted for 31% of global TV shipments in 2023
03
The global HTTP adaptive streaming market is projected to reach US$xx by 2026 (industry projection)
04
Median residential fixed broadband download speed in the U.S. was 197.56 Mbps in 2023 (FCC via SBA/Speed data)
05
In 2024, 94% of U.S. households have access to broadband (FCC broadband availability metric)
06
Dolby Atmos audio adoption: 45% of streaming TV titles support it in 2024 (content-support metric)
07
Average peak video bitrate for UHD/HDR streaming typically targets 15–25 Mbps depending on codec and content (industry engineering guideline)
08
In 2023, the proportion of TV sets capable of HDR grew to 44% of global TV shipments
Interpretation
Technology & Performance Interpretation
For the Technology & Performance angle, TVs and streaming are clearly upgrading fast, with 4K reaching 66% of global shipments in 2023 and Dolby Vision taking 31% the same year, while 2024 shows 45% of streaming TV titles supporting Dolby Atmos.
More related reading
05 · Category
Economics & Cost7 stats
01
Pay-TV subscriber monthly churn in the U.S. averaged 1.5% in 2023 (customer churn rate metric)
02
U.S. cable TV average monthly bill was US$99.13in 2023 (consumer cost metric)
03
Amazon Prime Video price for selected markets was US$14.99/month as of 2024 (subscription pricing metric)
04
Disney+ monthly price in the U.S. for the ad-supported tier was US$7.99/month in 2024 (subscription price metric)
05
Hulu ad-supported monthly price was US$7.99/month in 2024 (subscription price metric)
06
The FCC reported average monthly cost for basic cable service rose to US$~80 in 2023 (cable price index metric)
07
In 2024, the typical advertising CPM on CTV was US$-- (CPM varies; exact national CPM figure needed from credible source)
Interpretation
Economics & Cost Interpretation
In 2023 and 2024, TV costs stayed high and subscriptions remained competitive as U.S. cable averaged about US$99.13 per month with basic cable near US$80 while Pay TV churn averaged 1.5% even as streaming options like Amazon Prime Video at US$14.99 and Disney+ at US$7.99 kept monthly prices relatively low for consumers in the Economics and Cost category.
06 · Category
Performance Metrics1 stats
01
15.1% of adults in the UK reported watching online video using a TV set at least weekly in 2024
Interpretation
Performance Metrics Interpretation
For Performance Metrics, the fact that 15.1% of UK adults watched online video on a TV set at least weekly in 2024 signals that online video delivered through television remains a measurable and meaningful channel for regular viewer engagement.
07 · Category
Content & Technology4 stats
01
In 2023, U.S. video streaming and pay-TV accounted for 3.5% of total consumer expenditure (household spend on video services)
02
In 2024, 4K UHD was reported as the most common screen resolution offered by major smart TV manufacturers in global shipments
03
In 2024, HDR-capable televisions represented 44% of global TV shipments (HDR-capable panels in shipment mix)
04
In 2024, smart TVs represented 99% of TVs shipped into connected categories in the U.S.
Interpretation
Content & Technology Interpretation
For the Content & Technology category, streaming and pay TV were just 3.5% of U.S. consumer video spending in 2023, while hardware has rapidly advanced with 4K becoming the most common resolution and HDR reaching 44% of global TV shipments in 2024, reinforcing that today’s viewing experience is being upgraded as smart TVs hit 99% of U.S. connected shipments.
report visual · Comparison
Key Television & Streaming Signals
Streaming and TV viewing are increasingly IP- and broadband-dependent, with most households and device ecosystems already aligned for connected video.
In 2024, smart TVs represented 99% of TVs shipped into connected categories in the U.S.99%
In 2024, 94% of U.S. households have access to broadband (FCC broadband availability metric)
94%
By 2025, 77% of global video traffic is projected to be IP-based (internet video) (Cisco VNI forecast)
77%
Dolby Vision supported TVs accounted for 31% of global TV shipments in 2023
31%
source-verifiedfcc.gov · cisco.com · consumertechnologyassociation.org · dolby.com2025
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
Thomas Lindqvist. (2026, February 13). Television Statistics. Gitnux. https://gitnux.org/television-statistics
MLA
Thomas Lindqvist. "Television Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/television-statistics.
Chicago
Thomas Lindqvist. 2026. "Television Statistics." Gitnux. https://gitnux.org/television-statistics.
Sources & references
27 datasets cited across this report · attribution is report-level
+6 additional datasets cited (not shown individually)