Research: SVoD services struggling for identity
March 17, 2025
Hub Entertainment Research has released its annual Evolution of Video Branding study, which tracks how branding of networks, providers, and shows impact what viewers choose to watch.
The latest findings confirm that while viewers may be aware of many streaming services, they struggle to make sense of what exactly makes one service better than another.
Highlights from the study include:
Despite strong awareness of many places to watch TV and movies, there has been a decline in viewer confidence in their ability to describe what makes services distinct from one another.
Directionally, many major streaming services (Netflix, Disney+, Hulu, Max) saw year-over-year declines in consumers’ ability to “explain what makes them different from others”.
Many streamers have cut back production slates and leaned into popular genres of original content (dramas, theatrical movies, fantasy/supernatural) to better deliver “something for everyone”. This blur of less distinctive originals across services has softened interest in sign-ups.
Over the past two years, fewer consumers (37 per cent in 2025 vs 41 per cent in 2023) report signing up for a new service just to watch a specific show.
Many viewers simply can’t identify where they can watch ‘signature’ programmes. A clutter of original shows that could easily play across different services has made it hard for viewers to find specific shows.
While over half (58 per cent) of consumers know that Stranger Things is on Netflix, less than half of consumers could correctly place where to watch signature shows like Game of Thrones (on Max), The Bear (on Hulu/Disney+) and Ted Lasso (on Apple TV+), among others.
In the blurry landscape of scripted content, live sports events have stood out as a key driver for new sign-ups and strengthening subscriber retention.
Netflix’s strong push into live sports with Christmas NFL games paid off well with big subscriber gains – nearly half (49 per cent) of people agree that it increases their interest in both signing up for and keeping the service.
“Services that lean into broad-appeal scripted programmes may not be enough for viewers who struggle to identify what makes services distinct from one another,” commented Jason Platt Zolov, Senior Consultant for Hub. “Emphasising more brand-defining features and value drivers beyond just exclusive originals could have more upside for streamers looking to improve viewer loyalty.”
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