TiVo reckons that pay TV viewing time increased between Q4 2023 and Q4 2024, while SVoD viewing dropped and AVoD remained flat, according to its belated Q4 2024 North America trends report. Naturally, we are suspicious—not just because of the time taken to analyze, visualize, and publish this report, but because of gaps such as the absence of demographic breakdowns, which are critical to interpreting viewing behavior. The absence of age-related trends screams either a skewed sample (likely older, leaning toward pay TV), or unflattering results that were quietly shelved and/or patched to reflect friendlier data. If pay TV was genuinely bouncing back among Gen Z or Millennials, that would be TiVo’s headline—and ours too. The fact that this is…