Observed Signal · Jun 4, 2026 · Report Release · Source: https://martechseries.com/feed/ · Impact: 3/5 · Sentiment: Positive
TiVo: Consumer Video Engagement Peaked in 2025
TiVo, a wholly owned subsidiary of Xperi Inc., published its Q4 2025 Video Trends Report showing that consumer video engagement reached its highest levels since 2021. The report found households averaged more than 10 video services, daily viewing exceeded five hours, and monthly entertainment spending rose to $161 in Q4 2025. Adoption of ad-supported tiers and AVOD/FAST services increased, with AVOD/FAST reaching 70% adoption and accounting for 13% of total viewing time. The report highlights growing platform fragmentation and discovery friction—40% of consumers check multiple apps before choosing what to watch—and emphasizes the continuing importance of live sports and local programming as anchors for viewer behavior. TiVo and industry analysts note opportunities for improved curation and discovery to help advertisers and platforms reach audiences in a more fragmented market.
The report documents rising video engagement and growth in ad-supported and FAST adoption, signaling sustained audience attention and monetization opportunities for advertisers and CTV platforms; it also highlights fragmentation and discovery friction that affect planning and measurement.
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Key Takeaways & Evidence Grounding
- TiVo (a subsidiary of Xperi Inc.) released its Q4 2025 Video Trends Report.
- Households returned to more than 10 video services on average in Q4 2025; daily viewing surpassed five hours.
- Monthly entertainment spending rose to $161 in Q4 2025 (year-over-year growth after a post-pandemic dip).
- AVOD/FAST adoption reached 70% in Q4 2025 and ad-supported subscription tiers are used by 54% of consumers; AVOD/FAST services account for 13% of total viewing time.
- 40% of consumers check two to three different apps before deciding what to watch; smart TV home screens are important discovery gateways (owners spend 57% of non-viewing time on the home screen).
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
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.
TiVo Ditches DVRs, Embraces B2B Ad Tech Revolution
TiVo has halted the sale and manufacture of its consumer DVR products, signaling a strategic shift under its parent Xperi toward B2B software, ad inventory, and data services. The company is leaning into TiVo One, its cross-screen advertising platform that reaches 15 million households via TiVo-branded operating systems on TVs and connected cars, while customers handle consumer-facing relationships through OEM and MVPD partners. TiVo emphasizes its data and metadata assets, including show titles and air dates, and is pursuing partnerships with measurement providers. Notably, TiVo has joined forces with HyphaMetrics to integrate its metadata into HyphaMetrics’ panel and with Comscore to integrate metadata into Comscore’s audience measurement system. TiVo’s metadata ecosystem originates from broadcaster/publisher partnerships and crowdsourced sources such as The Movie Database (TMDB). Leadership statements frame the pivot as a move toward unduplicated reach and responsible ad experiences, rather than hardware innovation.
TiVo Targets Advertising Opportunity in Connected Cars
TiVo Ads President Matt Milne tells VideoWeek that the company sees the connected car as a new advertising environment — a “third room” — and an opportunity to reach engaged audiences as viewing fragments across multiple screens. Milne emphasises two priorities for advertisers: an engaged platform where audiences are actually reached, and robust data. In a Cannes‑filmed interview published July 6, 2026, Milne discusses TiVo’s approach to audience fragmentation, the in‑car advertising opportunity, and what advertisers should value in an AI-driven media landscape. The piece is reported by Tim Cross‑Kovoor for VideoWeek and links to a short interview video.
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