Entertainment Trends and How Audiences Watch TV Today

In the modern era of television and entertainment, traditional viewing habits are no longer what they used to be. With rapid innovation in technology and an explosion of content, the way audiences engage with TV shows, movies, sports, and other forms of video entertainment has evolved dramatically. Platforms such as Televo are at the forefront of this evolution, offering viewers flexible, personalized ways to enjoy content on their own terms.

From the rise of streaming services to the resurgence of live events and the growing importance of interactive and mobile engagement, the entertainment landscape is transforming. Below, we unpack the key trends shaping how audiences watch TV today — what’s dominating screens, how preferences are shifting, and what this means for the future of entertainment.

The Streaming Revolution: Redefining TV Consumption

Streaming Overtakes Traditional TV

Over the past several years, streaming platforms have steadily gained ground on traditional broadcast and cable television. In fact, by mid-2025, streaming accounted for 44.8% of all TV viewership in the United States, surpassing combined cable and broadcast for the first time.

This shift reflects a broader global trend: viewers increasingly prefer on-demand access to content, where they can watch what they want, when they want, and on any device. Services like Netflix, Amazon Prime Video, Disney+, YouTube, and others have built vast libraries of original and licensed content that appeal to diverse audiences.

More recently, data shows that streaming time continues to climb, with reports indicating that 60% of all TV viewing time in the U.S. now occurs on streaming platforms — a clear sign that linear (traditional) TV is no longer the dominant force it once was. 

The Rise of Ad-Supported Streaming

Streaming isn’t just about subscription tiers anymore. Ad-supported video on demand (AVOD) services have surged in popularity, offering viewers more affordable (or free) options with ads, and giving advertisers a dynamic new way to connect with audiences. Ad-supported tiers now account for a significant proportion of streaming viewership — with many users willingly choosing these plans for access to premium content at lower cost.

This trend benefits platforms and advertisers alike: viewers get budget-friendly access, while brands get precise, data-driven opportunities to reach targeted audiences during content consumption.

How People Watch: Devices and Viewing Contexts

Connected TV (CTV) is King

A major factor behind the growth of streaming is the proliferation of Connected TVs (CTV) — that is, traditional television screens connected to the internet via smart functionality or devices like Roku and Fire TV. These devices combine the best of both worlds: the comfort of the living-room TV with the flexibility of streaming apps.

CTV’s dominance is reshaping advertising and viewing experiences. Platforms now offer more interactive ad formats, content bundles, and recommendations tailored to individual preferences.

Multi-Device Viewing and Second Screens

While living rooms still serve as primary viewing spaces, audiences — especially younger generations — often use secondary devices (like smartphones or tablets) simultaneously. Nearly 70% of social media users scroll on their phone while watching TV, creating opportunities for second-screen engagement such as interactive ads, shoppable content, and real-time social interaction. 

This behavior signals a fundamental shift: viewers are no longer passive consumers but active participants in the entertainment ecosystem.

Changing Content Preferences

On-Demand and Binge-Culture

Streaming has ushered in an era of binge-watching — where viewers consume multiple episodes in one sitting. Nearly half of U.S. TV watchers say they’ve binge-watched more than three episodes of a series at once.

This preference has led streaming platforms to rethink release strategies and invest heavily in original content that keeps audiences coming back. In fact, many platforms now mix weekly episode drops with full-season releases to balance appointment viewing with binge culture.

Genre Shifts and Engagement

As audiences shift away from rigid TV schedules, certain genres are gaining unexpected traction. For example, satire and sketch comedy have seen viewership increases — especially among younger, engaged audiences — while traditional news audiences are narrowing.

Reality TV and socially interactive programs are also thriving in the streaming era. Shows that encourage audience participation — voting in real time or engaging on companion apps — are redefining the concept of “appointment viewing” even in an on-demand environment.

The Continued Importance of Live Events

Despite the dominance of on-demand streaming, live events — especially sports — remain one of the most compelling reasons viewers still tune in at scheduled times.

The NFL, for example, saw some of its highest regular-season viewership in decades during the 2025 season, averaging 18.7 million viewers per game across TV and digital platforms.

Streaming platforms are increasingly securing live rights for sports and other event content, blurring the line between traditional live TV and streaming. Special events like major games, award shows, and cultural moments continue to draw large audiences and create shared experiences that on-demand simply can’t replicate.

Personalization and Future Trends

AI and Personalized Recommendations

One of streaming’s biggest strengths is its ability to personalize content recommendations using advanced algorithms and AI. This technology helps platforms tailor suggestions to individual tastes, increasing engagement and retention. In the near future, expect even more dynamic recommendation systems that respond to mood, context, and viewing behavior.

Interactive and Immersive Experiences

Interactive storytelling — where audiences can choose narrative paths or engage with elements of the content — is on the horizon. With rapid advancements in technology, immersive experiences that blend gaming, narrative, and viewing are becoming feasible, further redefining entertainment.

Platforms like Televo are well positioned to benefit from these advancements by offering diverse viewing options that align with modern preferences.

What This Means for the Future

Today’s entertainment ecosystem reflects a powerful shift toward greater viewer control, flexibility, and personalized experiences. Traditional TV is no longer the default — it’s part of a broader media ecosystem where streaming, mobile, CTV, and interactivity coexist.

The rise of platforms such as Televo underscores how audiences now expect:

• On-demand access to their favorite content anytime, anywhere.

• Multiple device viewing with seamless experiences across screens.

• Affordable and flexible subscription models, including ad-supported options.

• Interactive engagement and real-time participation.

• Immersive and personalized content discovery.
  

As trends continue to evolve, the entertainment industry will remain defined by innovation, audience empowerment, and a relentless push toward more dynamic ways to entertain, connect, and captivate viewers.

Conclusion

The way people watch TV today has changed more in the last decade than in the entire twentieth century. From streaming’s explosive growth to new forms of interactive and personalized viewing, audiences have more choice — and more control — than ever before.

Platforms like Televo are helping lead this transformation by embracing flexible viewing habits and audience-driven experiences. Whether you’re a casual viewer, a dedicated fan, or an entertainment industry insider, understanding these trends is key to keeping up with the future of media consumption.