TV Streaming Report 2025
Austria
Changes in the television habits of Austrians continue in 2025. Already 77 percent use TV streaming services – an increase of 10 percentage points compared to 2024. More than half can even imagine using TV exclusively via the internet or are already doing so – a jump of 9 percentage points within a year. The most important advantages of TV streaming remain unchanged: time-shifted television, availability on multiple devices , as well as saving money and watching TV on the go, including while traveling.
Method
The report is based on an online survey conducted by YouGov, in which 1,014 people in Austria participated between January 13 and 20, 2025. The results were weighted and are representative of the Austrian population aged 16 to 69. Zattoo has been conducting this survey annually in Austria since 2021.
The TV Streaming Report helps identify current trends in internet and television usage as well as in the area of TV streaming in Austria. With this, Zattoo aims to contribute to the discussion about the relevance of TV streaming.
TV Streaming Report 2025 for Austria
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TV via the internet continues to gain popularity
TV reception via the internet is on the rise: 46 percent of the Austrian population now receive their TV content over the internet – an increase of 5 percentage points compared to the previous year. Interestingly, cable (29%) and satellite (40%) also gained users this year, which goes against the declining trend of previous years. Looking at the main reception method for one's own TV content, TV streaming (30%) is now the top choice in Austria, followed by satellite (29%) and cable (20%). Internet TV has thus firmly established itself as one of the leading reception methods.
TV usage on big screens remains dominant
TV usage continues to shift to the big screen. 59 percent of Austrian internet TV viewers use a smart TV to watch television – an increase of 7 percentage points compared to the previous year. This is followed by laptops and PCs (39%) as well as smartphones (39%). Tablets (26%), streaming devices (26%), and game consoles (16%) trail behind by a margin. The figures confirm the trend that TV streaming services have firmly established themselves in the living room.
No change regarding the economic situation
The economic situation continues to influence streaming behavior, but the number of subscription cancellations remains stable. 22 percent of respondents stated that they had canceled a streaming subscription for financial reasons in the past year – the same figure as the year before. However, there is a clear shift in the alternatives chosen after cancellation: more than half (51%) of those who canceled switched to a cheaper subscription – an increase compared to the previous year. 23 percent even opted for a free offering.
Interestingly, 27 percent of Austrians say they deliberately subscribed to a streaming service for a short period only, for example to watch a specific series, movie, or sports event, and then canceled it afterward. This development shows that flexible and short-term subscription models are becoming increasingly important for many users.
Live TV remains relevant
YouTube remains the most used TV and video service on the internet, with 63 percent. Following are broadcasters’ media libraries with 38 percent, which gained 7 percentage points compared to the previous year. Live TV over the internet also saw significant growth in 2025: 35 percent now watch live TV online – an increase of 11 percentage points over last year. Video-on-demand services also saw an increase and are now used by 30 percent of respondents – a rise of 9 percentage points. Particularly interesting: 81 percent of respondents believe they will still be watching live TV in five years – 63 percent of them regularly or occasionally.
TV Streaming Reports 2025
Results for Switzerland and Germany
