Decrease in Streaming Video-on-Demand and Linear TV Usage Observed in North America According to Research
Global Streaming Video Industry Shows Improved Quality and Shifting Trends, According to NPAW's 1H 2025 Report
In the first half of 2025, the streaming video industry has seen some significant changes, as highlighted in the latest report from global streaming intelligence provider NPAW.
The report reveals remarkable improvements in video quality for both Video on Demand (VOD) and Linear TV. Critical Quality of Experience (QoE) KPIs, such as average bit rates and average buffer ratio quality, have seen substantial enhancements. Particularly noteworthy are the improvements on Smart TVs and Set Top Boxes.
Despite these quality gains, the report also indicates that viewer engagement dipped in some regions, suggesting regional variability in average time spent streaming. In North America, for example, the average time spent watching linear TV decreased by 21% to 41 minutes, while the time spent streaming video-on-demand dropped by 18% to 69 minutes per day compared to the same period last year.
Regarding device preferences, the report points out that Smart TVs and Set Top Boxes are the devices of choice for viewers, particularly for long-format content. However, specific data on changes in device usage for streaming was not provided in the report excerpt.
The report also emphasises the impact of Quality of Experience (QoE) on product performance. Operators who improve streaming quality are likely to see positive outcomes, but the report does not disclose precise details on quality KPIs beyond buffer ratio improvements.
In summary, the 1H 2025 report signals a trend of better streaming quality globally, with some declines in engagement in select regions. For more detailed insights on devices or a broader set of quality KPIs, accessing the full NPAW report directly would be recommended.
- The impressive video quality improvements in both VOD and Linear TV, as noted in the NPAW's 1H 2025 report, have significantly enhanced critical Quality of Experience (QoE) KPIs on Smart TVs and Set Top Boxes.
- The global streaming video industry, as per the NPAW's report, has experienced better streaming quality, but as a counterpoint, viewer engagement dipped in certain regions.
- As indicated by the NPAW report, North American viewers spent less time watching linear TV (41 minutes) and streaming VOD (69 minutes) per day in the first half of 2025 compared to the same period last year.
- The NPAW report highlights that Smart TVs and Set Top Boxes are the preferred devices for viewing long-format content among global viewers, though specific data on device usage changes for streaming was not provided.
- The report underscores the importance of Quality of Experience (QoE) in driving successful product performance in the streaming video industry; however, it does not disclose precise details on quality KPIs beyond buffer ratio improvements.
