In an era when artificial intelligence (AI) is increasingly woven into creative pipelines, the question of how consumers feel about AI’s role in entertainment has moved from speculative to urgent. A survey from Hub Entertainment Research finds that while consumers increasingly expect AI to reshape everyday life, their acceptance of AI in entertainment depends heavily […]

As US viewers increasingly adopt ad-supported streaming, they find the ad experience is better than it used to be, according to Hub. The semi-annual TV Advertising: Fact vs. Fiction study shows that more US viewers than ever are opting to save money by accepting ads, and fewer viewers are saying they cannot tolerate TV ads. […]

Staff at Hub Entertainment Research have shared their 2026 predictions for the media and streaming industry. Hub is forecasting increased investment in niche sports, bigger TV/streaming bundles; a push from YouTube onto TV screens; Prime Video improving its content search; and Netflix making a gaming focus – and perhaps absorbing HBO. A boom in niche […]

Over the past year, major streamers have turned to successful bundling strategies to boost retention and simplify viewer access to a wider range of content. With more services than ever competing for screen time, the question remains: how do audiences navigate what to watch next? Hub Entertainment Research’s annual Conquering Content study finds that, while […]

With billions in revenues, the gaming industry shows no signs of slowing down, reports Hub. Once considered a niche hobby, gaming now rivals film, TV and music as a dominant form of entertainment – especially among younger consumers. For today’s players, gaming isn’t just about competition or escape; it’s about connection. Whether teaming up online […]

Sports media continue to dominate the US streaming landscape in attracting and retaining viewers and subscribers, but as sports rights splinter across multiple platforms, fan frustration is growing. Presented at Cynopsis’s ScreenShift in New York, data from Hub Entertainment Research’s Evolution of Sports survey reveals that the fan experience is being strained by complexity, even […]

Today’s consumers typically use four or more streaming services. For providers, reducing churn is now the top priority – and engagement has become a stronger indicator of brand health than subscriber counts. Since 2013, Hub’s annual Decoding the Default survey has measured which platforms US consumers consider their ‘home base’ for TV – ie, the […]

With rising inflation and growing pressure on household budgets, US consumers are feeling the strain, especially when navigating an increasingly fragmented and costly TV subscription landscape. Since 2018, Hub Entertainment Research’s Monetizing Video has tracked how consumers prioritise spending across TV and streaming services, which services and features offer the best value. Key findings from […]

As the streaming wars rage, with multiple prominent platforms battling for attention, the real battleground isn’t just for eyeballs – it’s for the hearts and wallets of the next generation of consumers. And for Gen Z, increasingly, that battle comes with subtitles, according to a report from Hub Intel. While legacy media scrambles – or […]

New streaming bundles launched in the US over the past year by both distributors and streamers are generating strong returns in 2025. These bundles feature cable TV packages that include Disney+ and Max, and opportunities to buy competing streaming services directly in new bundles (eg Disney+, Hulu, Max bundle with ads for $16.99). As consumers […]