TV Viewership Statistics: Trends and Insights for 2025

Higher education is at a tipping point. Between shifting demographics, declining enrollment, and a digital-first audience, colleges and universities can no longer afford to rely on tired marketing tactics. So if you’re still pouring your entire ad budget into social media, we have just one thing to say: it’s time to change the channel.

Enter Connected TV (CTV).

This is where your audience is. They’re on their couch watching content on demand, bingeing shows on their smart TVs, and getting hit with personalized ads that actually stick. In 2025, TV viewership statistics tell a bold story—and higher ed needs to start listening.

Let’s explore the TV trends shaking up the ad world, the rise of CTV and FAST, and how your school can crush enrollment goals by leaning into streaming.

Key TV Viewing Trends for 2025

TV is alive and well—it’s just living on a different set of devices. According to Nielsen, streaming surpassed cable and broadcast in total viewing time in 2024 and continues to dominate in 2025. Over 40% of all TV time is now spent on streaming platforms. That’s not a blip. That’s a full-blown shift.

What this means for higher ed: If your ads aren’t showing up where students, peers, and parents are watching, they’re not being seen at all.

Why CTV Is Leading the Pack

Connected TV (CTV) now represents the biggest growth opportunity in media. Platforms like Hulu, Roku, and YouTube TV are seeing surges in viewers, with ad-supported models outperforming subscription-only services. Audiences want flexibility—and advertisers want trackability. According to tvScientific (a trusted AmbioEdu partner), Connected TV campaigns see an average 30% lift in website traffic and a 25% increase in lead-to-application conversion rates for higher education clients.

This shift has also fundamentally changed how and when people watch content. Prime time is no longer defined by a clock—it’s defined by convenience. And that’s exactly why colleges and universities need to prioritize a screen-first strategy that puts them in front of audiences when they’re most engaged, not when the network says it’s time.

Demographic Shifts in TV Audiences

Here’s the thing: Gen Z doesn’t even call it TV. They’re not tuning into network primetime. They’re watching creators, documentaries, news clips, and drama series—all from one screen.

And they’re not alone. A staggering 95% of 18–24-year-olds report watching streaming content weekly. Meanwhile, households with young kids—aka future college parents—are the fastest adopters of CTV.

The Influence of Multi-Screen Households

Modern households are often multi-device environments. Parents are streaming Hulu on a smart TV while their teens are watching YouTube on their tablet or phone. This simultaneous usage means your content has multiple chances to get noticed—especially when your ads are tailored and dynamic.

Higher ed marketers can no longer rely on desktop-only or mobile-first digital strategies. A robust CTV strategy ensures you’re showing up on every screen that matters, from shared living rooms to residence halls.

At AmbioEdu, we know the student journey now starts on a screen and that’s not just a feeling. In fact, streaming reached a record 41.6% share of total TV usage in November 2024, underscoring just how embedded screen-based habits are in students’ daily lives. Meeting these screen-first audiences where they already are is the new non-negotiable.

Impact of Streaming on Traditional TV

Traditional TV is experiencing a serious audience exodus. In 2025, cable TV viewership dropped another 10% year-over-year, while broadcast networks saw a 15% dip in prime-time ratings. On the flip side, streaming platforms surged with a 22% increase in engagement and ad impressions.

Why Linear No Longer Leads

While linear TV still holds value for appointment-based content—think award shows and major sports—its share of daily viewer attention is shrinking fast. That means ad dollars spent on traditional TV are working harder for less return.

The beauty of CTV is that it combines the prestige of television with the targeting and trackability of digital. You can customize creatives based on geography, behavioral data, and even prospective student interests. More importantly, you can prove what works—something traditional TV could never really do.

This shift has many marketers rethinking their entire media mix, especially as CTV continues to drive both upper- and lower-funnel impact. That transformation is particularly evident in higher ed, as more institutions are beginning to pivot away from traditional media and adopt targeted, measurable CTV strategies to lead the way.

Role of Live Events in TV Viewership

Live content still pulls weight. Events like March Madness, presidential debates, and big premieres continue to drive appointment viewing.

The CTV Advantage for Live Moments

CTV has made it easier to serve ads around these moments, thanks to dynamic targeting and real-time bidding. Even better? You can follow up with viewers after the event—when they stream replays, watch post-game recaps, or catch the highlights on FAST channels.

Colleges and universities now have more tools than ever to make these moments count. With AmbioEdu’s expertise, schools can time their messages to coincide with major cultural events—elevating brand recall and emotional connection when it matters most.

Technological Advancements in TV Viewing

We’re not just talking about smart TVs anymore. We’re talking FAST.

What’s FAST?

FAST = Free Ad-Supported Streaming TV. Think Pluto TV, Tubi, and The Roku Channel. These platforms offer binge-worthy content without a subscription, and they’re skyrocketing in popularity. While FAST channels continue to grow in popularity, Nielsen data shows that as of February 2024, Pluto TV, Tubi, and The Roku Channel—the leading FAST platforms—accounted for a combined 3.7% of total TV usage. This marks a 30% increase over the previous eight months, highlighting the steady rise of FAST services in the streaming landscape.

Why the boom? For one, consumers are burnt out on juggling multiple subscriptions. FAST offers a familiar, cable-like experience—minus the cost. For brands, that means access to engaged, loyal viewers who are open to relevant ads.

Your future students (and their families) are watching—and they’re choosing ad-supported content more often than not. AmbioEdu ensures your school’s creative appears in the right moments, with full attribution tied to enrollment.

And if you’re figuring out where to start or how much to spend, understanding how much TV advertising costs can help guide your planning.

Regional Differences in TV Consumption

Let’s zoom in. Urban and suburban households are leading the CTV wave—especially in college-dense areas. But rural communities are catching up, largely due to the accessibility of FAST channels that don’t rely on high-speed cable.

Why Regional Targeting Matters

Not all regions stream the same way. A prospective student in Chicago is watching different content—and on different devices—than one in rural Tennessee. CTV allows schools to localize creative, adjust targeting based on broadband penetration, and run hyper-relevant campaigns that are more likely to drive a real connection.

This creates a huge opportunity for higher ed. By using CTV to reach first-gen students, underserved populations, and high-interest ZIP codes, universities can achieve deeper, more inclusive reach. In fact, 78% of Hispanic viewers prefer streaming TV, and they respond more positively to ads that feature diverse representation. Similarly, 63% of African American CTV viewers find streaming ads more relevant than others, and 29% report visiting a website after seeing one. These insights reinforce the role of CTV in resonating with audiences that have historically been underrepresented in traditional media. That’s one of the key reasons why streaming has become a game-changer for enrollment marketing.

Advertisers’ Perspectives on TV Statistics

Marketers and agencies across industries are putting their money where the viewers are. In 2025, CTV ad spending is projected to hit $48 billion, up 15% from last year, according to tvScientific. While higher ed has traditionally been slower to adopt these innovations, this surge in investment signals a clear lesson: if you want your message to matter, you need to meet audiences where they’re watching—on streaming.

What the Data Says

• CTV delivers 10x more conversions than linear TV – A study by INCRMNTAL analyzing nearly $2 billion in ad spend found that Connected TV generated 10 times more conversions than linear TV, despite receiving only 60% of the ad budget.
• 56% of marketers plan to increase OTT/CTV spending in 2025 – Nielsen’s 2025 Annual Marketing Report reveals that over half of marketers globally are boosting their investment in CTV, up from 53% in 2024.
• CTV yields 30% higher ROI than other marketing channel – Research from Analytic Partners shows that while CTV makes up only 7% of ad budgets, it produces an ROI 30% higher than other channels, highlighting its unmatched efficiency.

And here’s the kicker, with precise audience targeting and performance attribution, CTV has evolved beyond an awareness tool to become a full-funnel enrollment driver.

Schools that embrace performance TV now are setting themselves up for stronger ROI, better attribution, and a higher likelihood of meeting their enrollment goals—even in a challenging market.

How to Leverage TV Trends for Your University

To cut through the noise and stand out in a crowded field, schools need to stop chasing impressions and start tracking impact.

What You Can Do Right Now

With AmbioEdu’s Performance TV and complimentary video based solutions, you can:

• Reach audiences on every screen, from smart TVs to mobile
• Deliver ads that show up in Hulu, Peacock, YouTube, and FAST sessions
• Attribute views and clicks to actual enrollment activity

More importantly, you can finally stop guessing which ads work. Our enrollment attribution model allows schools to see exactly which TV impressions drive interest (think page views), inquiry, and ultimately, applications.

Performance TV is not just a new media channel—it’s a smarter way to invest in your future class.

Final Thoughts: Class Is In Session

TV viewership statistics don’t lie. Streaming has officially stolen the show—and CTV is leading the way forward for higher ed.

If your university is ready to ditch cookie-cutter campaigns and get serious about ROI, AmbioEdu is here to help. Let’s light up the screen—and your enrollment pipeline.

Let’s crush it.