Observed Signal · Nov 30, 2025 · Measurement Report · Source: State of Streaming · Impact: 4/5 · Sentiment: Positive
Comscore: Ad-Supported Streaming Surges 43%
Comscore's 2025 State of Streaming report shows a major shift toward free and ad-supported video: ad-supported services saw a 43% year‑over‑year increase in hours watched. The report notes Netflix’s ad-supported tier now accounts for nearly half of its U.S. household viewing hours (up from about one-third a year prior). Comscore estimates more than 96 million households use a connected TV and consume content across roughly seven services, underpinning FAST and AVOD growth driven by consumer demand for value and simplicity. Jen Carton, SVP of Product Management at Comscore, frames FAST and ad-supported options as culturally resonant and commercially viable. Comscore is hosting a webinar to unpack the data and has a recent partnership with TiVo to strengthen cross‑platform measurement.
Comscore is a major measurement provider; the report documents a large shift to ad-supported/FAST viewing (43% hours growth) and Netflix's heavy adoption of ad tiers, which materially affects monetization, inventory supply, measurement needs and streaming strategy across the industry.
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Key Takeaways & Evidence Grounding
- Comscore's 2025 State of Streaming report found a 43% increase in hours watched on free and ad-supported services year-over-year.
- Netflix's ad-supported tier now represents nearly half of its total U.S. household viewing hours, up from about one-third a year earlier.
- Comscore reports over 96 million households use a connected TV and watch content across nearly seven services on average.
- Comscore announced a partnership with TiVo to bolster cross-platform measurement and is hosting a webinar to present the report's data.
Connected Companies & Entities
3 Entities mappedRelated Market Signals & Shifts
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Free Streaming Wins: 70% Use AVOD/FAST, TiVo Study
TiVo’s Q4 2025 Video Trends Report finds free, ad-supported streaming is growing rapidly as consumers juggle an expanding mix of paid and free services. The average U.S. household now uses more than 10 video sources (6.7 paid, 3.6 free), spends $161.17 per month on video entertainment, and watches 5.2 hours of video daily. The study reports 70% of consumers use AVOD or FAST services; FAST viewers watch an average of 7.5 channels and 66% say FAST is their primary live-TV source. SVOD accounts for ~27% of viewing while AVOD/FAST account for ~13%; local content is nearly 30%. Sports viewing is increasingly fragmented (fans need 2.7 services on average), and discovery remains a major challenge, with 40% of viewers checking multiple apps before choosing what to watch.
Disney Licenses Slate of Titles to Netflix
Disney and Netflix have reached a licensing agreement to bring a selection of Disney-owned TV shows and movies to Netflix. The slate includes popular franchises like Percy Jackson and the Olympians and the Ice Age films, as well as titles like Will Trent, Shifting Gears, and Felicity. The deal aims to promote upcoming Disney+ seasons and theatrical releases by offering content on Netflix for limited periods. Percy Jackson seasons 1 and 2 will be available on Netflix starting October 4, ahead of the season 3 premiere on Disney+ on November 20. The Ice Age films will also arrive on October 4, before the theatrical release of Ice Age: Boiling Point in February 2027. Additional titles will roll out through early 2027. This move reflects Disney's strategy to leverage Netflix's reach to drive interest in its own platforms and theatrical releases.
Paramount, Warner Bros. Discovery to become Skydance post-merger
Paramount and Warner Bros. Discovery will operate under the name Skydance once their merger closes, as announced by CEO David Ellison. The roughly $110 billion deal is expected to close on October 6, combining major studios, streaming services like Paramount+ and HBO Max, and networks including CBS, CNN, MTV, and more. The merger follows legal challenges from twelve states, but a judge approved a settlement this week. Ellison emphasized that the Paramount and Warner Bros. brands will remain central, with Skydance providing a distinct corporate identity while the studios retain prominence.
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