EXCLUSIVE: The concept of channel surfing appears to be going out with the tide. Rather than flipping on live TV to see what’s on, viewers are increasingly defaulting to on-demand sources like SVOD services, according to a new study by HubEntertainment Research.
In the latest edition of its annual “Decoding the Default” report, Hub found that only 39% of viewers tune into live programming from a traditional pay-TV
provider, down from 47% last year. On-demand sources, collectively, were the first choice for 48% of viewers.