Hub’s annual Decoding the Default study will continue to track the default services, content and devices that viewers turn to first when they’re ready to watch TV content.
As consumers lean more into streaming services, how are they continuing to navigate traditional sources like cable TV or over-the-air channels? More importantly, how are viewers choosing new default choices across myriad streaming services? As we’ve seen in prior years, viewer’s default choice is frequently the one they engage with the most and have the strongest loyalty.
Coming out of the Hollywood strikes, a deficit of new programming has added pressure to services seeking to differentiate themselves from one another. While consumers still embrace selected paid SVODs, many viewers are also taking advantage of cheaper ad-tiers and free ad-supported (FAST) services. And with new bundling tactics and sports content migrating online, is the “default” service that people turn to changing?
This year’s wave of Decoding the Default will continue to bring clarity to how TV consumers prioritize the ever-growing number of TV sources at their disposal.
Source: Interviews with 1,600 U.S. TV viewers with broadband access age 16-74
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