While TV has always been a way to bring people together, the rise of mobile phones and social media were thought to be having an impact on that communal time. According to a new study, streaming is not only helping to maintain those shared times but it is also increasingly impacting the success (and in some cases, failure) of romantic relationships.
Key Takeaways
- According to a new study, people are watching longer and commonly with others, with 75% viewing streaming together as quality time together.
- Romantic relationships are increasingly being influenced by streaming compatibility, and differences in streaming tastes can prove enough of an issue that one‑third would end a relationship over it.
- In spite of the importance of shared tastes, most wouldn’t share their streaming logins with their partners unless the relationship was serious.
According to Tubi‘s latest The Stream study, viewers are becoming more intentional when it comes to their streaming time. This includes watching for longer sessions, paying more attention during sessions, and increasingly opting to watch on a bigger screen, like a television.
Adding to this, the study found that 42% watch with family, friends or a partner. In fact, 75% agreed that members of their household use streaming together as a form of quality time.
When it comes to partners specifically, 43% of viewers primarily stream with their partner. And with streaming time becoming increasingly linked to quality time, this means differences in streaming tastes can have an impact on the quality of the time spent together.
This is exactly what Tubi’s latest study found, with the data suggesting that as much as one-third of audiences will sever ties with partners due to differences in their streaming tastes.
Similar findings where found ahead of the start of a relationship. For example, the study found that 61% said they were more likely to date someone who shares the same taste in movies and TV shows as them.
In spite of the apparent increase in the importance of sharing streaming tastes, it seems couples remain hesitant when it comes to sharing streaming login details with each other.
According to the study, 67% wouldn’t share their streaming login with a romantic partner unless they considered the relationship to be serious.
Another element that appears to be affected by romantic relationships is the time it takes to find something to watch.
While 84% report taking only a few minutes to decide what to watch when viewing alone, 58% said it takes at least 10 minutes when choosing with a partner.
Tubi’s The Stream study was conducted online in partnership with The Harris Poll. The study took place between November 24, 2025 and December 2, 2025, in the US, and included 2,500 respondents who spend at least one hour a week streaming video.
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