The decline of linear viewing is continuing apace, and cord cutters are multiplying every day. That’s according to a new survey from Hub, which has released its annual “Decoding the Default” survey. The study tracks where viewers are turning first when they’re ready to watch TV, and the numbers have more warning signs for multichannel video programming distributors (MVPDs).
According to Hub’s survey, 28% of respondents said that they go to live TV on cable or another MVPD source first when deciding to watch TV. That number sounds low at first, but it is still the highest single source of first-choice viewing of any of the options available; Netflix came in second at 23%.