In 2025, price sensitive consumers embraced YouTube and other free streaming services, as well as attractive bundles offering exclusive sports and premium content. Going into 2026, the wheels are in motion for further consolidation, as Warner Brothers aims to be acquired by Netflix, Comcast has spun out its cable channels to Versant, Hulu is being folded into Disney, and Paramount is aggressively looking to expand its reach with more acquisitions. These media conglomerates all have a similar goal: how can they elevate key brands and IP that make them “must-have” services for viewers?
For the past five years, Hub’s Evolution of Video Branding study has tracked consumer awareness and interest in different TV services, as well as the unique brand attributes that have the strongest impact on viewers’ desire to watch and pay for those services. Understanding what makes each brand uniquely valuable — whether it be exclusive or licensed content, live sports, affordable bundles, or other attributes — is core to attracting and keeping viewers.
2026’s study will continue to track these attributes that matter most, along with key trends from prior waves that illuminate how things have changed and may continue to shift in the year ahead.
Source: Interviews with 1,601 U.S. TV viewers with broadband access age 16-74
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