June 16, 2017

Decoding the Default | 2017 SONY

Hub’s recent “Let’s Get Ready to Bundle” study explored the different ways consumers mix and match MVPD and online sources to create their own TV packages. And what we found is that for most consumers, one source is not enough. In fact, the average viewer uses about three different subscription services.

In an environment where each viewer uses multiple sources, it’s critical not just to know which platforms people are using—but which they consider their default source:  the one they turn on first when they want to watch TV.  As the media landscape grows more crowded, the sources that consumers treat as their TV home base are the ones most likely to thrive.

Hub’s annual “Decoding the Default” study takes a deep dive into the platforms consumers choose as their first stop for TV, how that’s changed over time, and the needs that drive them to choose one default over others. It also looks at which TV devices they turn to first—the screens they watch, and the devices they use to connect their TV to the internet—both overall and in specific viewing scenarios.

The study was conducted among 1,806 consumers aged 16-74, who watch 5+ hours of TV and have broadband service at home.