81% of Viewers Stream Through Smart TVs

Streaming may be winning the living room, but how are viewers consuming their favorite content? According to Comscore’s State of Streaming 2025 report, smart TVs have become the dominant entry point, with 81% of viewers streaming directly on the big screen and 54% naming it their primary device. And they aren’t watching alone: over half of total streaming time is spent co-viewing, and 95% of households with kids regularly watch together. Meanwhile, streaming habits have gone multi-screen, with 41% of Roku users watching TV while also on their phone.

The report also found that FAST channels are redefining what “TV” means in the streaming era. Total viewing hours on FASTs are up 43% year-over-year, driven by audiences seeking value and convenience. Even premium players have embraced ad tiers: 45% of Netflix viewing now happens on its ad-supported plan, up from 34% a year ago. For advertisers, this shift marks a clear inflection point — FAST and hybrid models have made streaming a dynamic, data-driven space for personalized and measurable advertising.

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