BOSTON, Mass.—While live linear TV viewing continues to decline, a new study from the Hub is reporting that across the entire TV viewer base, live TV from a traditional pay TV service remains the most common first stop for viewing.
Hub’s annual “Decoding the Default” study, which tracks the TV source that consumers turn on first when they’re ready to watch, found that 28% of respondents say that linear channels from a cable, satellite, or telco TV subscription is their TV home base. Netflix is a close second, at 23%, while no other individual source reaches double digits.