Thanks to an expanding list of streaming options, viewers of all ages are less likely to make traditional live linear TV their default starting point.
What do TV viewers look at first when they switch on their sets? According to new data from Hub Entertainment Research, only 39 percent start out with live linear TV from a pay TV service, a decline from 47 percent last year.
Today, 48 percent of viewers are more likely to start their viewing with a time-shifted or on-demand option, such as Netflix, Hulu, or a DVR.