Tubi's 2025 Retail and Holiday Study confirms what eCommerce brands have felt for years — streaming and shopping are no longer separate experiences.
According to the report, 71% of viewers shop while streaming, and nearly half (47%) make purchases spontaneously after seeing something they like. Ads and even the genres people watch are influencing purchase behavior, with 60% saying they buy immediately when they see a product they want.
Streaming isn't just entertainment anymore — it's the new discovery channel, merging storytelling, product exposure, and impulse buying into one experience.
For Shopify brands, that's a massive signal: your future shoppers aren't waiting to search. They're streaming, scrolling, and shopping — all at once.
From Impression to Action — Instantly
The study found that two-thirds of viewers discover new products via streaming, and 87% take action after seeing an ad — whether that's researching, clicking through, or purchasing.
It's a perfect mirror of how shoppers behave when engaging with shoppable videos on brand sites. Short, high-impact clips trigger emotional engagement and immediate action — reducing the friction between awareness and checkout.
That's exactly what Tellos enables for Shopify merchants:
- Transforming videos into direct shopping experiences where viewers can act the moment they feel inspired — just like streaming.
You can see how brands like No Makeup Makeup and Yon-Ka Paris use shoppable videos to achieve that effect directly on their product pages.
The Authenticity Shift: Independent Creators Win
Perhaps the most striking finding from Tubi's study is that 77% of viewers are more likely to buy from independent creators — or from brands that collaborate with them.
This "authenticity economy" aligns perfectly with the rise of UGC-driven video commerce. Shoppers trust real people more than polished campaigns, and they reward brands that feel genuine, diverse, and creator-backed.
This is where AI-generated UGC content and shoppable video integration converge. With Tellos, brands can generate creator-style content automatically, then publish it as a shoppable video feed on their Shopify store — maintaining that creator connection while scaling production and keeping costs low.
If you're exploring this trend, you'll love our blog on The $480B Creator Economy Shift - How Shopify Brands Can Win with UGC and Shoppable Video.
Nostalgia, Self-Care, and the New Shopper Psychology
Tubi's findings also reveal that shoppers are leaning into "new-stalgia" — with 73% saying nostalgic content prompts them to buy from brands tied to personal memories.
At the same time, the modern holiday shopper is more self-focused:
- 44% of singles plan to splurge on themselves.
- 65% will buy new clothing and 40% beauty products as a form of self-reward.
This emotional blend of nostalgia + self-care + instant gratification is shaping a new kind of marketing psychology — one where authentic video storytelling drives both comfort and conversion.
If your brand sells beauty, fashion, or lifestyle products, this is exactly where video-first storytelling thrives. You can learn more in our post on Vibe Marketing Statistics 2025 Shopify Brands Must Know.
The 9-to-5 Shopping Surge
Another key trend: remote and hybrid workers are shopping during work hours. 59% admitted to shopping online during breaks, buying items like clothing and groceries as soon as they see a deal.
This means attention windows are shorter than ever. Shoppers make decisions in seconds — and brands need frictionless, visually-driven experiences to convert in that moment.
That's exactly why shoppable video carousels and AI-personalized feeds outperform static banners. They replicate the social-streaming behavior that drives purchase action — now right inside a Shopify store.
Learn more about this in our article Why Shoppable Videos Are the Future of Online Shopping (2025).
Key Takeaway for Shopify Brands
The line between streaming and shopping is disappearing. Modern viewers are:
- Watching and shopping simultaneously
- Responding to authentic, creator-driven content
- Acting instantly when inspired
For brands, this means one clear opportunity: Bring the streaming experience to your own site.
With Tellos, you can do just that — turning social and creator videos into personalized, AI-powered shoppable experiences that drive conversion and engagement automatically.
Explore the app here: https://apps.shopify.com/tellos-shoppable-videos
FAQs
1. How is streaming influencing eCommerce in 2025?
Streaming has become an active shopping environment, with nearly half of viewers making purchases after seeing products in ads or shows.
2. Why do shoppers trust independent creators more than big brands?
Audiences associate creators with authenticity, relatability, and transparency — qualities that drive stronger emotional connections and conversion.
3. What can Shopify merchants learn from Tubi's study?
That real-time, immersive content drives faster purchase decisions. Video-first experiences like shoppable videos can replicate that streaming behavior on eCommerce sites.
4. How does Tellos help brands tap into these trends?
Tellos uses AI to automatically import social videos, recognize products, tag them, and publish shoppable video feeds that mirror the streaming-shopping flow — zero maintenance required.
5. Are shoppers still spending during tighter budgets?
Yes — they're just more selective. While some cut subscriptions, most continue to splurge on gifts and self-care purchases, especially when emotionally connected to the brand.