Research — April 8, 2026
2025 H2 Big Picture: US Consumer Survey Results
By Brian Bacon
To monitor consumer trends related to broadband and wireless services, sports viewership and online video, Kagan provides a comprehensive overview of results from our US MediaCensus online consumer survey in the form of a convenient compilation of articles and data. Below is an outline of key takeaways from our second-half 2025 Consumer Insights research.
H2 2025 Crosstabs
– Younger generations tend to subscribe to higher tier packages, although the largest share of limited/basic and economy tier subscribers was among Gen Z respondents.
– Among all wireless subscribers, 43% considered their plan to be the "standard plan," with average cost and features.
– Younger generations were more likely to indicate they watched live sports during a typical week.
– Millennials were more likely to use Pandora, Amazon Music and YouTube, while Gen Z respondents were more likely to indicate they used Soundcloud and Apple Music.
– Facebook is the most widely used social media platform; however, Instagram and TikTok were more popular among Gen Z respondents.
– PlayStation Plus and Xbox Game Pass still hold the top spots, at 15% and 13% among total respondents, respectively, but Nintendo Switch Online was close behind at 10%.
Broadband
– Broadband speeds continue to shift up, but the share of broadband subscribers receiving gigabit speeds remained flat compared to 2024 estimates at 30%.
– Examining broadband satisfaction by speed tier shows that subscribers to gigabit speeds were the most likely to be satisfied.
– US broadband operators averaged a 1.25% churn rate per month in the third quarter of 2025, just 9 basis points above wireless postpaid churn.
– When asked why they switched broadband provider, "moved to another address" and "cheaper monthly price" were the most selected among those who switched in the past year.
– "Quality of service issues" was the third most cited reason to leave an ISP last year with an 11% share.
Wireless
– Verizon subs were the most likely to indicate they received an unlimited data plan at 77%.
– Visible – an all-digital prepaid mobile virtual network operator (MVNO) owned by Verizon Communications Inc. – had the largest share of subscribers who were very satisfied with their service at 72%.
– New York had the largest share of respondents indicating they subscribed to the top three wireless operators among the top 20 US TV markets at 76%.
– Among subscribers who added a line to their wireless plan, adding a phone for a family member represented the largest share at 31%.
Sports
– Six of the top 10 professional sports teams selected by our US survey respondents were NFL teams, along with three NBA teams and one MLB team.
– Among total respondents, the NFL had the largest share attending games at 20%, followed by MLB at 18%.
– Columbus, OH, a market that isn’t home to an NFL franchise, had a larger share of respondents indicating they viewed NFL games at 61% than over half of the markets with a team.
– NFL fans were the most likely to watch games on local broadcast networks at 72%.
– Eight out of 10 (81%) households with a traditional pay TV service subscription watch live sports, compared to 74% of virtual multichannel households. Nearly two-thirds (61%) of traditional pay TV households watch NFL football.
Online Video
– The use of online subscription video on-demand services grew from 81% to 88% in the Orlando-Daytona Beach-Melbourne, FL market, the largest year-over-year increase in SVOD usage among respondents in the top 25 US TV markets.
– The use of FAST services increased to 58% in the latest survey, up from 49% of respondents in 2024.
– Among subscription video-on-demand users selecting services with live sports, Netflix had the largest share indicating that live sports was extremely important at 25%.
– Examining the use of bundled SVOD services among traditional pay TV providers shows that Comcast subs were the most likely to use Hulu.
Related articles:
CIQ Pro: Consumer Insights: Kagan US MediaCensus: H2 2025 crosstabs
CIQ Pro: Consumer Insights: Broadband speeds increase, but gigabit plans remain at less than a third
CIQ Pro: Consumer Insights: Speed wins: Gigabit users are the most satisfied broadband subs
CIQ Pro: Consumer Insights: US home broadband subscriber trends and demographics, Q3'25
CIQ Pro: U.S. Broadband & Pay TV Trends: Broadband monthly churn increases to 1.3% as price wars, convergence evolve
CIQ Pro: U.S. Broadband & Pay TV Trends: Reasons for US ISP churn: Price motivates more than speed
CIQ Pro: Consumer Insights: AT&T, T-Mobile and Verizon Subscriber Profiles, 2025
CIQ Pro: Consumer Insights: Wireless subscriber satisfaction in the US, Q3 2025
CIQ Pro: Consumer Insights: US wireless subscriber trends and demographics, Q3 2025
CIQ Pro: Mobile Investor: US wireless service usage by geography, Q3 2025
CIQ Pro: Mobile Investor: US carriers have a long runway for connected device additions
CIQ Pro: Consumer Insights: Top 10 US pro sports teams, 2025
CIQ Pro: Consumer Insights: US sports fan trends and demographics by team, 2025
CIQ Pro: Consumer Insights: The state of live game attendance in the US for the NFL, MLB, NBA and NHL, 2025
CIQ Pro: Consumer Insights: Professional sports viewing by US TV market, 2025
CIQ Pro: Consumer Insights: Broadcast TV still tops the field for live sports viewing
CIQ Pro: Consumer Insights: Sports play a vital role in all video services, especially traditional pay TV
CIQ Pro: Consumer Insights: Orlando sees largest growth of SVOD users among top 25 US TV markets
CIQ Pro: Consumer Insights: Importance of sports on US SVOD services, 2025
CIQ Pro: Consumer Insights: Pay TV reinvented: The strategic impact of free SVOD bundles
Data presented in this article is from the MediaCensus survey conducted in third quarter of 2025. This sample included 13,500 US internet adults matched by age and gender to the US Census. The survey results have a margin of error of +/-0.98 ppts at the 95% confidence level. Survey data should only be used to identify general market characteristics and directional trends.
For more information about the terms of access to the raw data underlying this survey, please contact support.mi@spglobal.com.
Consumer Insights is a regular feature from S&P Market Intelligence Kagan.
This article was published by S&P Global Market Intelligence and not by S&P Global Ratings, which is a separately managed division of S&P Global.
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