The majority (85%) of American consumers watch at least some live TV content, according to Horowitz’s latest annual report, State of Media, Entertainment & Tech: Viewing Behaviors 2025. While older viewers (91% of 50+ year-olds) tend to be more likely to watch live TV, most younger viewers (78% of 18-34 year-olds and 81% of consumers ages 35-49) report doing so as well.
