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February 2021

2021 Evolution of Video Branding

Hub’s Evolution of Video Branding study tracks awareness, understanding, and perceptions of the full range of top players across the TV ecosystem—including both TV distribution platforms and TV networks. The study also examines the impact of these brand perceptions on consumers’ service use and show viewing decisions.

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First launched in 2016, Hub’s Evolution of Video Branding study tracks awareness, understanding, and perceptions of the full range of top players across the TV ecosystem—including both TV distribution platforms and TV networks. The study also examines the impact of these brand perceptions on consumers’ service use and show viewing decisions.

It’s safe to say that the TV brand landscape looks radically different today from how it looked only six years ago, when HBO became the first TV network to launch a direct-to-consumer streaming service. That service helped accelerate an important shift that had already begun with the introduction of Netflix, Amazon, and Netflix: the shift from a single platform for accessing one’s favorite TV shows, to the availability of multiple platforms, each with its own exclusive rights to content.

Although the sudden availability of disaggregated content was seen as a boon by many TV consumers (who relished the idea of paying for only the networks they want), the rapid growth of SVODs and direct-to-consumer platforms made it that much more difficult for viewers to locate one’s favorite shows or to discover new ones (where do I go to find show X again?). And those tasks are not likely to get much easier, as viewers must now begin to learn which individual networks and which individual shows are associated with new streaming services offered by media conglomerates (e.g., Peacock, Discovery+, Paramount+).

The 2021 wave of Hub’s Evolution of Video Branding study will examine the impact of these brand developments on consumers’ platform and viewing decisions—and explore how that impact has changed over time.

The study is conducted among 1,606 U.S. consumers age 16-74 who watch a minimum of 1 hour of TV per week.

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January 2021

2020 5G

This new report will explore how much consumers know about 5G at this early stage, consumers’ interest in 5G’s possible applications and use cases, and how 5G might impact legacy providers of broadband or bundled telecom services.

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5G: in the near term, is it high-speed or hype? A broad marketing push for 5G originally planned by several brands for early 2020 was delayed by the pandemic. Now, with the new, just-announced 5G-capable iPhone 12 rolling out in October and November, we know “5G” will come to forefront. But how much do consumers really know about 5G?

5G wireless includes not only phones but home broadband nodes. 5G holds the potential of further transforming our connected world by being the ultimate cord-cutting technology—a further threat to cable broadband service. No wires for TV or home broadband are needed at all, with lightning fast speeds whether the user is stationary at home or mobile in a car. 5G is also a critical component in the evolution of the smart home and smart devices like self-driving cars.

This new report will explore how much consumers know about 5G at this early stage, consumers’ interest in 5G’s possible applications and use cases, and how 5G might impact legacy providers of broadband or bundled telecom services.

The study is conducted among 2,502 U.S. consumers age 16-74.

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January 2021

2020 Video Redefined

“Video Redefined” is our annual deep-dive into how consumers are using these non-TV forms of video content, the appeal of new entrants into the market, and importantly, the impact of time spent with these new content sources on traditional TV viewing. The study will also look at trends in new video consumption and attitudes since our our 2019 wave of “Video Redefined” research.

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From the time the COVID pandemic first forced Americans to spend more time at home, Hub has been carefully tracking not just the impact on TV viewing behaviors, but on entertainment and leisure habits generally.

It’s no secret that COVID has disrupted virtually every aspect of people’s normal leisure existence. It’s resulted not just in people spending more time at home, but also in changes to how some of the most popular TV content is presented (think sports and talk shows), new models for how movies are distributed, delays in TV premieres, live events cancelled or moved online, and of course limited opportunities for spending quality, face-to-face time with friends and extended family.

As consumers continue to look for ways to stay sane during this stressful time, we’ve been tracking a number of fundamental shifts in how they’re consuming entertainment, including more reliance on streaming TV platforms (SVODs and AVODs), a greater likelihood to choose nostalgic comfort viewing, and an increased willingness to pay for first-run movies to watch from the comfort of one’s home.

But without some of the TV options they’re accustomed to, many consumers are venturing out beyond the traditional TV horizon and relying more and more on other forms of content, from YouTube influencer and TikTok videos, to professionally produced short form series to livestreamed performances, to podcasts and eSports, and to live “story” videos on platforms like Facebook and Instagram.

“Video Redefined” is our annual deep-dive into how consumers are using these non-TV forms of video content, the appeal of new entrants into the market, and importantly, the impact of time spent with these new content sources on traditional TV viewing. The study will also look at trends in new video consumption and attitudes since our our 2019 wave of “Video Redefined” research.

The study is conducted among 1,907 U.S. consumers age 13-74 who watch a minimum of 1 hour of TV per week.

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