Survey: Streaming Officially Becomes the Most Prominent Form of Media Consumption

– Nearly 9-in-10 U.S. adults now use streaming or Connected TV,
solidifying digital video as the mass-reach platform –

– PLUS: The average household subscribes to three paid streaming platforms; digital video ads turn attention into action, driving consumer behavior –

DENVER, CO (February 25, 2026) — Adtaxi, one of the nation’s fastest-growing digital marketing agencies, today announced the results of its 2026 CTV Streaming Survey and Study, revealing that the structural reset of television is complete. Streaming is now the default viewing method for American audiences, replacing linear TV as the primary way consumers watch video and engage with brands.

Year-over-year findings from Adtaxi since 2024 show digital video has moved beyond disruption into dominance, with adoption spanning generations, income levels, and devices. Rather than cord-cutting,  households are now “cord-swapping” by replacing one large streaming bill for several smaller ones that end up costing the same or more as they rebuild their entertainment experiences around streaming and connected TV. In a dramatic reversal, only 10% of respondents now default to cable TV, down sharply from 17% last year.

“This is a moment the media industry has been moving toward for years,” said Murry Woronoff, Director of Research at Adtaxi. “Streaming is no longer an emerging channel. It is now the foundation of how we consume content. For marketers, digital video now delivers what linear TV once did: mass reach, cultural relevance, and measurable business impact, all in one environment.”

Adtaxi’s key findings on digital video adoption and its impact include:

Streaming Is Now the Mass-Reach Platform: Nearly 9-in-10 U.S. adults engage with streaming or connected TV, including older viewers and lower-income households that were once considered exclusive to traditional TV. Fully linear-only audiences have shrunk to a small minority.

Digital Has Become the Default Viewing Behavior: More than 70% of adults now say streaming is their default way to watch TV and video, up sharply in just two years. Even adults over 60 are rapidly adopting digital platforms, eliminating the generational divide that once defined media consumption. For adults under age 45, 80% or more turn to digital video as their first choice for consuming content.

Cord-Swapping Is Replacing the Traditional Bundle: Households now subscribe to an average of 3.5 paid streaming services alongside an average of 3.3 free ad-supported platforms, spending $56 per month on subscriptions.

Partial Streamers Represent the Largest Growth Opportunity: The fastest-growing segment of viewers splits time between streaming and linear TV, often relying on digital platforms for most content while maintaining traditional TV for certain live sports and news. Meanwhile, linear-only audiences continue to decline.

Multi-Screen Viewing Is the New Normal: Consumers now watch video across three or more devices on average, including TVs, smartphones, laptops, and tablets. Mobile now leads all screens for video consumption, reinforcing that streaming is a cross-device experience rather than one confined to the living room.

Streaming Drives Real Consumer Action: Digital video has evolved into a performance channel. 16% report purchasing after seeing a streaming ad, while many more visit websites, research products, or engage with brands. This signals a streaming advertisement’s ability to drive measurable outcomes.

Personalization Expectations Are Rising: While 36% say digital video ads feel more personalized, over half perceive no difference versus traditional TV. This highlights an opportunity for marketers to improve creative execution and fully leverage streaming’s capabilities.

Together, the findings confirm that television has fundamentally transformed from a linear broadcast medium into a digital, on-demand, and performance-driven platform. Streaming has changed the game, as viewers are opting for person-based platforms powered by identity, data, and addressability.

To access the full report, click HERE. Additional Adtaxi reports are available in the Marketing Research section of their website HERE.

Methodology 

This study was conducted using SurveyMonkey, with the most recent wave launching in January 2026 and surveying more than 1,000 U.S. adults nationwide—part of a longitudinal dataset now exceeding 10,000 respondents since 2016. The survey examined consumer behaviors and attitudes toward television heading into the new year. Adtaxi ensured acceptable response rates across all nine (9) U.S. Census Divisions, as well as across key demographic ranges including gender, age, and household income, to support a balanced national sample. All responses were collected anonymously and held in strict confidence, ensuring candid feedback and statistically reliable insights.

About Adtaxi
Founded in 2010, Adtaxi is a leading digital marketing agency committed to helping businesses achieve growth through innovative and data-driven marketing strategies. With a client-centric focus, Adtaxi leverages advanced tools and platforms to drive meaningful results across search, social, and programmatic advertising. Recognized for its expertise in performance marketing, the agency specializes in scalable solutions that enhance brand reach, optimize conversions, and maximize return on investment. Dedicated to data-driven industry insights, Adtaxi offers Marketing Research Services to clients and consumers alike. Through tailored strategies and an unwavering dedication to client success, Adtaxi empowers brands to navigate the complexities of the digital landscape, making digital transformation accessible and impactful for businesses of all sizes.