When viewers first turn on their TV most are still initially turning to a live TV channel from their traditional provider – but MVPD’s spot as the default TV source has been dropping steadily in favor of online platforms, according to new findings from Hub Entertainment Research.
Hub’s annual “Decoding the Default” study found that 28% of consumers say linear channels from a cable, satellite or telco TV subscription is their TV “home base” – the highest percentage across any TV source.