IPTV in 2025 is moving fast — blink, and you might miss something. AI is reshaping recommendations and ads, automation is speeding up content delivery, and viewers are juggling more apps than ever. And let’s not forget the economy — people are watching their wallets closely. A lot is shifting, and staying ahead of it all? Yes, not that easy.
That’s why we’ve done the homework for you. We dug through reports from Deloitte, TiVo, the Business Research Company, and Precedence Research — so you don’t have to. Plus, we’ve thrown in real-world insights from our own experience in IPTV development services and what we’re seeing with our clients.
Hope this gives you a head start on 2025 planning. It’s going to be a year of big shifts, and the smartest players will be the ones who see the twists and turns coming.
Budget-smart, quality-focused, and simplicity-driven: this is the IPTV viewer in 2025
Before we jump into IPTV trends for 2025, let’s take a quick look at the IPTV viewer today. Knowing how they’re behaving and what they need will give you a better idea of how to update your service to keep up with the competition.
So, who’s the IPTV viewer in 2025? Here’s the rundown:
- Budget-smart. With the economy tight, 63% of people are cutting back on entertainment.
- Ad-accepting. Yet, they’re not giving up TV. In fact, 64.3% of SVOD users are now okay with watching ads to save some cash, up from 48% last year. Younger viewers don’t mind ads as much, and even higher-income users are becoming more open to them.
- Struggling with options. There are so many streaming services out there. As a result, 73% of people are jumping between different platforms in a single viewing session. 84.5% end up scrolling so much they forget what they were even looking for. If they can’t find something fast, they move on.
- Always on the go. Viewers want their content everywhere. For example, 54% of electric vehicle owners are watching videos while charging their cars. People want to watch wherever they are, whether at home, in the car, or traveling.
With these changing habits, how can your IPTV service stand out? Let’s see how they’re shaping the IPTV trends 2025.
Key IPTV trends to watch out in 2025
Trend 1. Consumers are choosing ads to save money
Instead of paying for ad-free streaming, more and more viewers are going for the cheaper, ad-supported versions. Options like AVOD and FAST are gaining popularity. But there’s a problem — some ads are repetitive, and the way they’re placed isn’t always great.
The key for streaming services is figuring out how to make ads feel less intrusive — whether it’s placing them at the right moments or using AI to make them more relevant. For example, AI could predict a viewer’s preferences, showing ads that align with their interests, instead of random, unrelated commercials. If done right, streaming companies can keep both their viewers and advertisers happy, creating a balance between free access and a positive viewing experience.
Trend 2. Users need help to find what they love
With so much content out there, viewers are looking for easier, more personalized ways to find something to watch. They’re moving away from just relying on algorithms and turning more to word-of-mouth or social media — 39.7% discover new shows through platforms like TikTok or Instagram.
The key is making content discovery more intuitive, with curated suggestions based on what people actually like or what’s trending among those they trust. AI and machine learning can help with this, predicting what users might enjoy and offering smarter recommendations that make finding something to watch feel effortless. Think of a Netflix-style “Because you watched this” feature — but better, offering content that truly resonates with the viewer.
Trend 3. Faster, simpler interfaces are key to keeping users engaged
It’s not just about finding content easily — it’s about getting to it quickly. Gabriel Cosgrave from TiVo points out that there are over a billion searches every day, including voice searches. People are always on the hunt for something new, and they want to get to it — fast.
So, what does this mean for you? People need interfaces that are simple and quick. If they can’t get to their content in a snap, they’re out. That’s why IPTV providers will focus on speeding up the process and making it easy to find exactly what you want. Cosgrave puts it perfectly: “Time to content is crucial. If users can’t find what they want quickly, they give up.” Bottom line: Keep it simple, keep it fast — and you’ll keep them watching.
Trend 4. No buffering, no problems — streaming quality is everything
Today’s TV viewers aren’t just about the content — they’re obsessed with seamless streaming. With so many streaming options, everyone expects crystal-clear picture quality, especially for big events. And when things go wrong, like pixelation or buffering, people notice fast and get frustrated.
Take the 2024 Netflix Jake Paul vs. Mike Tyson fight, for example. They were hyping it up big time, but when the event started, the stream had major issues — bad quality, delays, and buffering. The fight pulled in 60 million viewers, but all anyone talked about was the tech mess-up, which even led to a $50 million lawsuit. If Netflix, with its vast resources, can fall short, the pressure is even greater on IPTV services to get it right.
Case in point: A Canadian IPTV provider needed to manage peak demand during live sports without any performance issues
The company turned to Oxagile to redesign their backend for better reliability and failover during high-traffic times. And we delivered.
Trend 5. Watching anywhere, anytime
With new devices, people are always changing how they watch content. For example, now they’re streaming in their electric vehicles. Yes, today users want easy access to their shows and movies anytime, whether at home, commuting, or traveling.
Tech helps make this possible, like in-car entertainment systems that connect streaming services to the car’s infotainment system, so passengers can watch on the go.
Rose Hulse, founder of ScreenHits TV, says, “The future gatekeepers are those that are going to be using technology in a really unique way.” She stresses that it’s important to reach consumers wherever they are — not just at home, but on the move too.
What opportunities do these trends open for IPTV services?
Deloitte’s data shows that viewers are spending 6+ hours with media and entertainment content daily. They still need IPTV, but their expectations are rising when it comes to simplicity and user experience. Here’s how to stand out with custom video solution development services and provide the best IPTV in 2025.
Integrate AI further
AI can help offer smarter recommendations based on what users like, making it easy for them to find shows without endless scrolling. It’s all about personalizing the experience.
Rethink ads
With more people choosing ad-supported content, it’s time to make ads smarter. Use AI to show ads that actually matter to viewers — like scene-related ads that fit the moment — making them feel more relevant and less intrusive.
Simplify the UI
Users are juggling multiple services, so make it easy to navigate your platform. Quick load times, smooth transitions, and an intuitive design will keep them happy.
Curate content
Instead of overwhelming users with endless options, offer curated collections. AI can help you create playlists based on what they like, so they spend less time searching.
Time to give viewers what they want!
Users are tired of buffering, hidden fees, and unwelcome ads during the big game or that must-see TV episode. Want to win them over? Then be ready to handle these challenges.
With 20+ years of experience in media streaming solution development, Oxagile is here to help make your IPTV service faster and more enjoyable for viewers.
