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Television remains the dominant device for subscription video-on-demand (SVOD) content in the U.S. and Canada, with over ** subscribers preferring to watch on their TV screens in the second quarter of 2025. While smartphones, computers, and tablets offer alternative viewing options, they collectively accounted for less than ** percent of SVOD consumption.

Smart TV and second-screen activities enhance the viewing experience

The popularity of television as the primary SVOD device correlates with the increasing adoption of smart TVs in American homes. As of 2024, nearly ** percent of U.S. households used a smart TV, up from a penetration rate of ** percent recorded in 2021. In contrast, the use of streaming media players increased by percentage points during the same period. Viewers are increasingly engaging in second-screen activities while watching TV and streaming services. Over half of American connected TV users report messaging while watching content, with shopping and social media browsing following closely as popular multitasking activities.

Streaming preferences across age groups and platforms

The popularity of TV sets for streaming extends across various services and age groups. A 2023 survey found that ** percent of Netflix users in the U.S. preferred the TV for streaming content on the platform, with similar trends observed for other major providers, like Amazon Prime Video and Hulu. Interestingly, the 18 to 34 age group showed the highest adoption rate for Netflix in early 2024, with ** percent of respondents in this demographic subscribing to the service. Meanwhile, 35 to 54-year-olds were most likely to expand their streaming subscriptions. Around **planned to sign up for two or more additional services within the next year.