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November 2020

2020 Conquering Content

The 2020 wave of Conquering Content will explore how both the rapid expansion of TV platforms and the COVID-prompted new normal have shifted the way viewers learn about, and decide to watch, new TV content. The study’s goal, as always, is to offer the kind of insight that will help our clients thrive during these unprecedented times.

The study was conducted among 1,604 U.S. consumers age 16-74.

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The 2020 wave of Conquering Content will explore how both the rapid expansion of TV platforms and the COVID-prompted new normal have shifted the way viewers learn about, and decide to watch, new TV content. The study’s goal, as always, is to offer the kind of insight that will help our clients thrive during these unprecedented times.

The study was conducted among 1,604 U.S. consumers age 16-74.

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October 2020

2020 Privacy and Piracy

Two important topics are covered in this new report for 2020 – Piracy and Privacy. Connected devices in the home – whether TVs, smartphones, tablets, or smart home devices – expose consumers to both of these “Ps”.

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Two important topics are covered in this new report for 2020 – Piracy and Privacy. Connected devices in the home – whether TVs, smartphones, tablets, or smart home devices – expose consumers to both of these “Ps”.

Connected devices of all types raise privacy issues and considerations. These range from concerns about legitimate data-sharing (is it too much or too intrusive?) to unlawful data heists (hacking or ransomware). What are consumers’ attitudes towards privacy, and how does it impact their adoption of connected devices and their receptivity to newer forms of interactive media or to addressable advertising?

Many viewers of streaming video through connected devices also – deliberately or not – watch pirated video. Many share passwords for streaming services. This piracy directly impacts the financial performance of stakeholders along the media value chain. How widespread is this piracy behavior, and what is the attitude of consumers to the issue? Are consumers clear on what constitutes legitimate vs. illegitimate access? Are there ways to mitigate piracy and reduce losses?

The study was conducted among 2,500 U.S. consumers age 16-74.

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August 2020

2020 Decoding the Default

Hub’s 2020 Decoding the Default study is an annual study on platforms and devices consumers turn to first when they’re ready to watch TV content—and how their TV “home base” has changed over time. This year’s wave of Decoding the Default offers insight into how today’s “new normal” has influenced the sources and devices consumers consider default, the services that have gained and lost the most ground, and the factors that have the strongest impact on viewers’ default decisions.

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Hub’s 2020 Decoding the Default study is an annual study on platforms and devices consumers turn to first when they’re ready to watch TV content—and how their TV “home base” has changed over time. This year’s wave of Decoding the Default offers insight into how today’s “new normal” has influenced the sources and devices consumers consider default, the services that have gained and lost the most ground, and the factors that have the strongest impact on viewers’ default decisions.

The study was conducted among 1,600 U.S. consumers age 16-74, with broadband access at home and who watch a minimum of 1 hour of TV per week.

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August 2020

2020 Predicting the Pandemic

The first wave of the Hub Predicting the Pandemic survey will explore the impact that COVID has had on entertainment, leisure, and lifestyle habits, including a special focus on changes in TV services used and viewing behaviors. The study will also look forward: asking consumers to prioritize which pre-pandemic behaviors they’re most likely to resume once things return to normal, and which new behaviors they’re most likely to continue.  

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The first wave of the Hub Predicting the Pandemic survey will explore the impact that COVID has had on entertainment, leisure, and lifestyle habits, including a special focus on changes in TV services used and viewing behaviors. What will set this research apart from other studies being conducted on the pandemic is our ability to trend findings on TV and entertainment services, behaviors, and attitudes against data we’ve been gathering on these topics over the past seven years. This will allow us to quantify where, and to what extent, COVID has already changed the consumer entertainment landscape.

The study will also look forward: asking consumers to prioritize which pre-pandemic behaviors they’re most likely to resume once things return to normal, and which new behaviors they’re most likely to continue.

The study is conducted among 3,000 U.S. consumers age 14-74, with broadband access at home and who watch a minimum of 1 hour of TV per week.

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July 2020

2020 Evolution of the TV Set

The second year of this report will continue to cover the current, emerging, and soon-to-come capabilities of TV sets and TV set peripherals, and how they may influence viewer behavior. The report provides stakeholders in the “TV value chain” – device manufacturers, content producers, and content distributors – with insights they can use to improve their TV-related business outcomes.

The study is conducted among 2,500 U.S. consumers age 16-74, with broadband access at home and who watch a minimum of 5 hours of TV per week.

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The second year of this report will continue to cover the current, emerging, and soon-to-come capabilities of TV sets and TV set peripherals, and how they may influence viewer behavior. The report provides stakeholders in the “TV value chain” – device manufacturers, content producers, and content distributors – with insights they can use to improve their TV-related business outcomes.

The study is conducted among 2,500 U.S. consumers age 16-74.

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July 2020

2020 Monetizing Video

In addition to exploring the traditional factors that drive consumers’ value ratings—content, features, price, ease of use, etc.—this year’s study also examines the impact of both the expanded lineup of services and shelter-at-home behaviors on value perceptions, value drivers, and service decisions.

Results are based on a survey of 2,036 U.S. consumers age 16-74 who watch a minimum of 1 hour of TV per week.

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In addition to exploring the traditional factors that drive consumers’ value ratings—content, features, price, ease of use, etc.—this year’s study also examines the impact of both the expanded lineup of services and shelter-at-home behaviors on value perceptions, value drivers, and service decisions. In the end, our goal is to use the results to determine:
• Which providers are most likely to succeed in this new environment
• The features and messaging that will communicate value most effectively
• How perceptions and drivers have trended over time, what changes are the result of factors like COVID—and what all of those trends suggest about the most effective ways to monetize TV content going forward

Results are based on a survey of 2,036 U.S. consumers age 16-74 who watch a minimum of 1 hour of TV per week.

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April 2020

2020 Best Bundle

The Best Bundle study updates both our 2018 and 2019 studies on consumer perceptions and adoption of TV service bundling and addresses these questions:
1. How satisfied are consumers with their current combinations of TV services
2. What is the reference for creating one’s own combinations or preset bundles
3. The specific DIY service bundles people are most likely to create
4. The types of present bundles they find most appealing

Results are based on a survey of 2,000 U.S. consumers age 16-74 who watch a minimum of 1 hour of TV per week.

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The Best Bundle study updates both our 2018 and 2019 studies on consumer perceptions and adoption of TV service bundling and addresses these questions:

  • How satisfied are consumers with their current combinations of TV services
  • What is the reference for creating one’s own combinations or preset bundles
  • The specific DIY service bundles people are most likely to create
  • The types of present bundles they find most appealing

Results are based on a survey of 2,000 U.S. consumers age 16-74 who watch a minimum of 1 hour of TV per week.

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April 2020

2020 Connected Home

In 2020, the second year of this tracking study, we again provide a broad look at entertainment technology in the home, as well as intentions to purchase new media tech and how people approach those purchases (retail channels, brand trust, information sources). Tracked against 2019 data, this overview reveals what’s hot and what’s not in the world of media-related tech.

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In 2020, the second year of this tracking study, we again provide a broad look at entertainment technology in the home, as well as intentions to purchase new media tech and how people approach those purchases (retail channels, brand trust, information sources). Tracked against 2019 data, this overview reveals what’s hot and what’s not in the world of media-related tech.

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March 2020

TV During Quarantine

On March 19h and 20th Hub fielded a survey among 1,276 US consumers. The goal: to find out how the virus and social distancing are changing behavior and preferences when it comes to entertainment content.

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On March 19h and 20th Hub fielded a survey among 1,276 US consumers.  The goal:  to find out how the virus and social distancing are changing behavior and preferences when it comes to entertainment content.

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February 2020

Evolution of Video Branding

The 2020 wave of Hub’s Evolution of Video Branding study thoroughly examines the impact of industry changes on TV consumers. How aware are they of the multitude of content and distribution brands? How clear are they on what each brand offers? And which brands do they trust to deliver the best content?

Online survey with 2,015 U.S. broadband TV consumers age 16-74.

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The 2020 wave of Hub’s Evolution of Video Branding study thoroughly examines the impact of industry changes on TV consumers. How aware are they of the multitude of content and distribution brands? How clear are they on what each brand offers? And which brands do they trust to deliver the best content?

Online survey with 2,015 U.S. broadband TV consumers age 16-74.

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