Channel surfing is dying.
A new study by Hub Entertainment Research has confirmed what you probably already suspected – people are increasingly defaulting to on-demand media to deliberately watch something rather than casually flipping through channels to see what’s on.
The study indicates that only 39% of viewers tune into live programming from a traditional pay-TV provider, down from 47% last year, while on-demand sources (collectively) were the first choice for 48% of viewers.