A new study from Optimum finds that American TV viewers aren’t ready to cut the cord just yet—and they want more from their viewing experience.
Despite the growing popularity of streaming services, only 25% of U.S. households rely on them exclusively. More than half still use a mix of traditional cable TV and streaming platforms to get their entertainment fix, according to Optimum’s June 2025 survey on the evolving TV landscape.
The study found that Americans spend an average of 24 hours a week watching television, with most people multitasking while doing so. Eating tops the list of secondary activities, followed by scrolling the internet, texting, and browsing social media.
Interestingly, word of mouth still reigns supreme when it comes to choosing what to watch—about 40% of viewers say recommendations from friends and family influence their viewing choices more than algorithms or ads. When it comes to platform popularity, Amazon Prime and Netflix dominate.
Eric Bruno, Senior Vice President of Product Management at Optimum, says the findings reinforce the company’s direction. “Today’s TV landscape is more fragmented than ever. Between traditional cable and endless streaming options, viewers want simplicity, flexibility, and value,” he said. “The answer is bundling linear and streaming content together in one place.”
That’s exactly what Optimum is aiming to do with its revamped Optimum Stream platform. The service combines live TV and streaming apps into a single user-friendly device and interface. Customers can choose from packages like Entertainment TV, Extra TV, or Everything TV, and add on their favorite à la carte streaming content.
Optimum also recently introduced a bundled streaming offer for eligible customers that includes six free months of two major subscription video services—just the first in a series of upcoming streaming partnerships.
And because most consumers watch TV while using other devices, Optimum is also emphasizing seamless internet and mobile service. Its fiber internet provides robust WiFi coverage, and Optimum Mobile operates on the country’s largest 5G network, with bundled pricing options across TV, internet, and mobile services.