Since 2019, Hub’s Evolution of Video Branding study has tracked awareness and perceptions of brands across the TV ecosystem.
As we begin 2025, consumers still face a fragmented landscape of myriad streaming services and places to watch favorite TV shows, movies, sports and other programming. 2024 saw big growth in FAST services, new streaming bundles, and broader licensing of content across services as the industry faces pressure to improve profits. As major streaming services push to broaden their content offerings, consumers must choose which services offer the most desirable programming at the right price.
In meeting the needs of consumers, providers will benefit most from driving awareness and interest in the attributes that make their services unique and most valuable. Highlighting what makes their brands stand out from other services will be the key to their success: exclusive content, library content, live sports, unique bundles, tailored subscription tiers, and more.
2025’s Evolution of Video Branding study will continue to track not just awareness of different platforms and streaming services, but also which service or brand attributes have had the strongest impact on consumers’ perceptions. Where available, trends with prior waves of the report will be shown.
Source: Interviews with 1,601 U.S. TV viewers with broadband access age 16-74
Click here to subscribe to our free newsletter: Hub Intel