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 […]

As audiences are becoming more comfortable watching sports on streaming platforms, programmers are enthusiastic about using AI to streamline content creation and distribution, reports Hub Research. However, when it comes to live games, sports fans are protective of their viewing experience. Plenty of ideas have looked promising on paper – the FoxTrax hockey puck, ESPN’s […]

Netflix may have won the streaming wars, but the TV Operating System (OS) battle remains, suggests a study from Hub Entertainment Research. Hub’s annual Connected Home report confirms the ever-expanding influence of connected TVs in home entertainment. Viewers, however, face distinct entertainment experiences depending on which brand of connected TV set they use. Findings from […]

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. […]

The latest findings from What’s the Score?, Hub’s sports study tracking the evolution of sports fan and media, reveal that US audiences are becoming comfortable watching sports on streaming platforms – just as they did with scripted TV, only much more quickly. Highlights from Wave 3 of the study include: Sports fans are just as […]

Hub Entertainment Research’s annual Video Redefined survey confirms that social video on platforms such as YouTube and TikTok plays an outsized role in the lives of young viewers, at the expense of traditional premium TV. With only so many hours in the day, Video Redefined explores how traditional long-form content co-exists with the many new […]

AI is rapidly changing the way people are interacting with entertainment and companies are embracing AI to streamline operations and improve efficiencies in producing, marketing and distributing content. While AI tools are being used to create images, music, scripts, ads and other video content, the lines between what’s ‘real’ and ‘fake’ are becoming even blurrier […]