Hub’s latest research reveals why a distinct brand promise is still just as critical as a buzzy slate of originals. The report shows that streaming wars aren’t slowing down—they’re becoming even more intense. Netflix remains the dominant player, but every other paid service is fiercely competing for a place in viewers’ daily habits. Former cable subscribers, once frustrated by having “1,000 channels and nothing to watch,” are now curating their own mix of paid and free platforms, resulting in a fragmented landscape of prestige dramas, nostalgic favorites, and the latest viral hits.
Yet, in the race to appeal to everyone, many streamers are starting to feel indistinguishable. They have flagship shows and broad appeal, but when asked what truly sets one apart from another, most viewers struggle to answer.
Hub’s Video Branding study found that more than a third of consumers (37%) signed up for a new streaming service in the past year to watch a specific show. But that number is declining, as original content production slows and shows struggle to break through the noise.
That leads to a familiar cycle: sign up, watch the show, cancel. We call it “revolving door churn.” Nearly the same share of viewers who say they plan to sign up for a service (27%) also say they plan to cancel one (30%)—creating a doom loop of subscriber turnover and weak loyalty.
Hub has long tracked the attributes consumers associate with different streamers—like who does “exclusive originals” best. Netflix still dominates here, with 53% of consumers calling it the leader in exclusives. But Disney+, Max, Hulu, and Prime Video all score similarly, around 40%, which ironically makes them less differentiated from one another.
Even more telling: Max’s association with exclusivity has actually declined—down from 54% to 42%—since the 2023 rebrand from HBO Max. The name change reflects a broader ambition, but also a branding challenge: how do you deliver on “exclusivity” when your offering is designed for everyone?
"Stranger Things" and Netflix go hand in hand: 58% of consumers correctly identify it as a Netflix show. But Max? The brand identity is murkier.
Since dropping the HBO name, Max has positioned itself as a “four-quadrant” service—mixing prestige titles with content from Discovery, TNT, TLC, CNN, DC, and more. But that has made it harder for viewers to know what lives where.
Only about a third (36%) of viewers correctly associate "Game of Thrones" with Max."The White Lotus" fares worse: fewer than one in five (19%) knew it was on Max. More people misidentified the platform (28%) or didn’t know at all (53%). That’s a branding problem, especially when you're housing some of the most acclaimed shows in recent memory.
Years ago, taglines like NBC’s “Must See TV” and HBO’s “It’s not TV. It’s HBO” defined a brand identity that transcended any one show. These taglines were part of brand campaigns that studios heavily invested in, always connecting that brand promise to the promotion of specific shows.
Tubi's cheeky "Free for Everyone" campaign is a great example of how a modern streamer can do the same. The goal was to boost awareness that Tubi is, in fact, free—something most consumers didn’t know. The campaign helped elevate a core, distinctive brand value and has driven major gains for the service, which now ranks higher in usage than Max, Peacock, and Paramount+. Our research also shows that Tubi stands out as the top streamer on the “best value” attribute.
Identifying core, distinctive brand values and investing in brand campaigns like Tubi's that highlight those values brings clarity that streaming services need now, more than ever, as bundling and consolidation threaten to dilute what makes services special.
A strong brand promise tells viewers what they can expect—not just what’s trending. It deepens loyalty, reduces churn, and builds long-term value that exclusive hits alone can’t deliver.
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