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The evolution of sports fans and sports media
LEARN MOREThe past few years have seen streaming TV providers take full advantage of consumers’ growing appetite for on-demand sports viewing. What’s the Score? is Hub’s bi-annual deep dive into how sports fans have adjusted to this changing landscape and into the sports viewing options consumers value the most.
While fragmentation of sports leagues remains a challenge for viewers, since this time last year, the sports media landscape has made major shifts towards consolidation. Sports media giant ESPN now provides on-demand access to all live access to all ESPN channels, plus ESPN+, games, and betting. Both DIRECTV and Fox launched streaming sports bundles in 2025. Netflix’s exclusive deal with the WWE began in January, and Paramount + penned a 7-year exclusive deal with the UFC in August.
As we move into Wave 5, What’s the Score? will capture how fans are reacting and adapting to these changes. More specifically, What’s the Score? examines how fans engage with sports across different viewing platforms. How valuable is exclusive content to subscribers? Do fans continue to feel frustrated by fragmentation of sport events in some major sports leagues or are fans coming to see this as “par for the course?” Is it becoming more difficult to find and watch sports as more sports migrate to streaming?
Each wave also investigates important timely topics. In Wave 5, we’ll explore:
What’s the Score? helps anyone who creates, distributes, or advertises sports content better understand how much sports matter to fans, and what drives their engagement.
Source: Interviews with 3,773 U.S. Sports Fans with broadband access age 13-74
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The changing definition of “watching TV”
LEARN MOREAs popular creator content and YouTube viewing continues to impact viewing habits, Hub’s annual Video Redefined study will examine the role that non-premium and “social video” captures screen time alongside TV and movies. YouTube now regularly receives more than 10% of total TV viewing time (per Nielsen), and social video (on Instagram, TikTok and others) is consuming as much as a quarter of total daily viewing time. Video Redefined digs deep on how these “non-premium” viewing trends continue to capture attention and are valued as much (if not more) as traditional TV and movie formats.
Popular creator content includes categories of clips, microdramas (scripted dramas only a few minutes in length), and IP-driven fan content that leverage favorite characters, brands, games and franchises. Netflix recently inked a deal with Spotify to host video podcasts in 2026, reflecting efforts to expand ad reach with licensed non-premium content. Both Instagram Reels and TikTok are positioned to promote engagement on big screen TVs, like YouTube. Across platforms (TV, mobile, etc.) and content types, Video Redefined will identify the most popular types of non-premium content, how consumers react to advertising on those platforms, and how viewing this content may (or may not) be at the expense of other platforms. This study takes special consideration of younger viewers who are heavier consumers of this content, while also looking at how it is becoming mainstream across age groups.
Source: Interviews with 1,896 U.S. TV viewers with broadband access age 13-74
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How audiences feel about AI and the use cases with the greatest potential
LEARN MOREIn an era when artificial intelligence is increasingly woven into creative pipelines, the question of how consumers feel about AI’s role in entertainment has moved from speculative to urgent.
The past year has seen generative models advance rapidly, with the ability to create much more realistic video. But they’ve also become more effective at things like storyboarding and editing, as well as consumer-facing tasks like making content easier to find.
The debate over ethical AI is growing, with issues like Hollywood strikes highlighting the clash between human creativity and automation. Recent disputes, such as those over AI actors and copyright use illustrate the rising stakes.
Studios, services, and creators must consider which AI applications consumers will accept, since increased efficiency is pointless if audiences end up rejecting the content. What is the balance between trust, engagement and creativity?
Source: Interviews with 2,500 U.S. consumers 16-74
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What is the future of ad-supported TV in a streaming world?
LEARN MOREOur TV Advertising: Facts vs. Fiction study has shown that consumers remain open to advertising, especially when it helps them save money, access more content, or feel their time is well spent. In Wave 10, we will focus on viewer attitudes, perceptions and experiences with tiered subscription services:
Source: Interviews with 3,000 US TV Viewers age 16-74
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