Hub’s annual Decoding the Default study will continue to track the services, content and devices that viewers turn to first when they’re ready to watch TV content.
With the media landscape undergoing additional structural shifts, including the spin-off of NBCUniversal’s Versant and Warner Bros. Discovery’s breakup into separate streaming and linear businesses, viewers are increasingly faced with a more fragmented content ecosystem. In parallel, the continued rise of FAST channels such as Pluto TV and Tubi is redefining value propositions for viewers who are cost-conscious or overwhelmed by too many paid subscriptions.
In this increasingly complex environment, Decoding the Default continues to explore the first-stop behaviors that define the viewer’s journey. A viewer’s default platform is often their “home base” for viewing, significantly influencing overall frequency of use, depth of engagement, and even subscription retention.
This year’s study will deliver timely insights to help content providers, streamers, and distributors understand what earns and sustains “default” status, offering a strategic lens into which platforms are gaining share of mind, and which are at risk of being deprioritized in a market that is constantly in motion.
Source: Interviews with 1,600 U.S. TV viewers with broadband access age 16-74
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