Competition between streaming services continues to increase, as services seek to engage viewers with exclusive content, iconic TV shows, movies and new ways to bundle services that increase value for customers. But are things really getting easier for viewers to find what they want to watch? Since 2016, Hub’s Conquering Content study has explored and identified key insights around how viewers discover, prioritize and watch TV and movie content across platforms.
Most consumers today are juggling multiple paid and free TV services – from traditional cable to paid streamers to free services like YouTube and Tubi. And one thing matters most to viewers: favorite programs. Viewers will go out of their way to chase those programs, whether they be “old favorites” or new shows that everyone is talking about. Exclusive franchise original shows and movies continue to drive loyalties, but many Hollywood studios have reduced production and spending of these titles to manage costs. Recent streamer investments in live sports now aim to attract loyal sports fans, with the recent launches of ESPN’s all-in-one streaming service and Fox One. Conquering Content will continue to measure how specific content – including TV shows, movies and sports – impact viewer loyalties in their effort to find what they want to watch.
In addition to the importance of content and discovery, Conquering Content will continue to measure how new bundles (Disney/HBO Max, Prime Video Channels) and free streaming services (YouTube, Tubi, etc.) serve to better aggregate and surface appealing programs for viewers.
Source: Interviews with 1,600 U.S. TV viewers with broadband access age 16-74
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