New Report: TVision's State of Streaming August 2025
August 12
We are excited to reveal the latest edition of the TVision State of Streaming report. The twice yearly report provides the industry with benchmarks and insights into advancements and innovation in all things streaming - from breakthrough original content and live sports, to how advertisers can best engage streaming viewers across all the major apps.
As John Rose, Senior Partner Emeritus and Senior Advisor at BCG states in the forward to this report, "Streaming TV continues to grow and is winning. It’s the prevailing pathway for video content on the living room TV... For marketers, CTV is becoming a material opportunity, and they are responding with larger investments. Streaming apps are presenting creative opportunities for media investments—traditional TV ads, pause ads, and shorter ads."
But marketers face challenges to getting this opportunity right. The data in this report provides marketers and media companies with the necessary information to meet these challenges.
In this report we take a look at the apps, viewer trends, shows and events that were key to streaming innovation in the first half of 2025.
We reveal:
- The apps on America's TVs
- How genre alignment impacts ad attention;
- How content ratings impact attention
- The increase in streaming live sports, and more.
More resources from TVision
Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads.
TVision's New TV Attention and Creative Impact Report
Today TVision, the company measuring every second of TV and CTV viewer engagement, announced it has entered into a definitive agreement to be acquired by Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, in a transaction valued at $40 million. The deal, expected to close in Q2 2026, brings TVision's second-by-second, person-level attention data, co-viewership signals, and in-room presence measurement directly into Viant's buying platform.
TVision's New State of Streaming Report Reveals How Context, Pod Position and More Impact Viewer Engagement
Today TVision, the company measuring every second of TV and CTV viewer engagement, released the H2 2025 State of Streaming Report. The semi-annual State of Streaming Report is the industry's best resource for insight into attention and engagement with streaming apps, content and ads.