July 23, 2021

2021 Monetizing Video

Hub’s annual Monetizing Video study tracks how consumers prefer to pay for video content (if they want to pay at all) and measures their perceived value of different TV providers (both the ones they use, and the ones they don’t).

This year’s study takes place at a unique point in TV’s evolution.

  • A full year into the pandemic, consumers are using more TV providers than ever. (In last month’s “Best Bundle” study, viewers reported using an average of almost 6 different sources.)
  • Providers like WarnerMedia and Disney + have upped the ante by committing their best content to their streaming platforms (and attracted more than their share of new subscribers as a result).
  • Smart TVs – now in the majority of US homes – have made it easy for “bread and butter” TV consumers to access and manage streaming TV apps on the screens and in the rooms where they’ve always watched.

In this environment, it’s more important than ever to understand how consumers evaluate their provider choices, and specifically what makes one provider more valuable to them than others.

The study is conducted among 1,607 U.S. broadband consumers age 16-74 who watch a minimum of 1 hour of TV per week.