Bundling has become more valuable than ever as consumers feel the pressure from rising streaming costs, with many premium plans now exceeding $20 per month in the US. In response, cable and satellite providers are now offering ‘skinny bundles’ that package streaming services and broadband at lower prices. As further industry consolidation continues to reshape […]

Free ad-supported streaming TV (FAST) has moved from the margins of the streaming landscape to the centre of how Americans watch TV. Hub Entertainment Research’s study, FAST: Full Throttle, reveals many US TV viewers now use FAST services, and roughly half of those users now describe FAST as “must-have”. The findings reframe free streaming as […]

Hub Entertainment Research’s annual Connected Home study looks at how devices across the home impact how Americans consume media and this year’s findings reveals strong interest in new AI-powered devices. Alongside big screen TV operating systems that centre the home, these AI-powered devices have the potential to more seamlessly help consumers solve problems and enhance […]

A few months into 2026, media consolidation is in the air as Paramount is slated to acquire Warner Bros Discovery, Comcast has spun out its cable channels to Versant, and Hulu has been more deeply woven into Disney+. Streamers are super-sizing their ad-supported services and enhancing sports content to grow viewership. The Evolution of Video […]

Sports fans today have more ways than ever to watch their favourite teams and leagues. Data from Hub Entertainment Research’s Evolution of Sports: What’s the Score? Wave 5 study finds that the growing number of services carrying games is also making sports harder for fans in the US to find. Hub’s bi-annual sports study tracks how […]

YouTube has topped Nielsen’s US TV viewing charts since 2024, as creators secure high-profile studio deals that rival – and often surpass – those of traditional producers. Streamers are signingg major video podcast deals, and the buzz on 3-minute microdramas may finally deliver where Quibi fell short. Hub Entertainment Research’s Video Redefined study confirms that, […]

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 […]