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 […]

With a greater number of lower-cost ad-supported TV sources available, TV viewers’ resistance to ads continues to wane. The results of Hub’s semi-annual TV Advertising: Fact vs Fiction survey indicate most consumers prefer to watch TV ads in exchange for lower subscription costs, particularly those who remain concerned about the economy and potential inflation. Key […]

Hub Entertainment Research has revealed its 2025 predictions for the media and streaming industry. The company says that 2024 has been eventful year for the sector with the launch of Prime Video’s ad-supported tier, streaming’s big moves in sports rights, the US Presidential election and more. Hub’s predictions for 2025: Long-term subscriptions are in “When […]

Despite the Hollywood strikes, the volume of shows produced during the ‘Peak TV’ years has left viewers with an embarrassment of riches. Data from Hub’s annual Conquering Content study suggests expanded licensing is still providing viewers with a steady stream of new things to watch. Key findings from the research include: Viewers may be noticing […]

Hub’s annual Gaming 360 study underscores the central role of gaming, especially in the lives of young consumers. For young people, gaming is a part of daily life. The study shows that 91 per cent of those age 16-24 play mobile, console or PC video games. Half (53 per cent) play on a game console […]

The days of flipping through TV channels are long gone as smart TV owners embrace the app-centric viewing environments that deliver more than just TV entertainment. Hub’s Evolution of the TV Set study shows that smart TVs significantly impact how viewers are leaning into streaming services and other entertainment apps as traditional linear pay-TV viewing […]

An increasing number of TV viewers are accepting advertising in streaming video and they are readily able to discern the differences in how various services deliver the ad experience. Hub Entertainment Research has released the latest wave of its semi-annual TV Advertising: Fact vs Fiction survey indicating that ad-supported streaming services are on the rise, and […]

Is Hollywood reinventing a ‘Bundling 2.0’ of the best content to watch? Hub Intel says US consumers are savvier than ever in navigating TV and movie sources to get what they want. But it’s not easy. Multiple streaming services are still needed to replicate the ‘all-in-one’ of cable TV days of yore, and viewers increasingly […]