When cable and satellite ruled the U.S. TV landscape, homes had access to hundreds of channels, but most viewers stuck to a personal lineup of about 20. While major networks dominated the ratings, individual viewing patterns were wildly varied. That pattern of custom curation hasn’t gone away—it’s just moved to streaming. According to a new report from HUB Intel, the shift in distribution hasn’t changed one core behavior: viewers are still building personalized bundles, now across a range of streaming services.
Today, consumers face a seemingly limitless universe of on-demand video. Yet, the behavior remains familiar: people are building their own bundles, selecting from an evolving mix of mainstream giants and specialized services. On average, a typical viewer now uses seven different TV platforms per month.
At the core of that lineup is a new “Big 7”—Netflix, Prime Video, Hulu, Disney+, Max, Paramount+, and Peacock. These platforms anchor the streaming experience, and the top five among them reach close to 75% of U.S. households monthly. Their scale and breadth echo the role once played by the Big 4 broadcasters.
However, what’s happening beyond that group is just as important. A growing layer of niche streaming services is quietly becoming a staple in viewers’ content diets. According to HUB Intel, nearly half of all TV viewers in the U.S. subscribe to at least one platform outside the Big 7. That’s not supplemental behavior—it’s foundational. These niche services aren’t just filling gaps; they’re reshaping how consumers define their viewing experience.
Despite that wide footprint, only a small number of these platforms break into double digits. HUB Intel’s data shows that just 11 non–Big 7 services reach 10% or more of the TV audience. Among them, Apple TV+, STARZ Online, and Discovery+ offer broader content but fall into the niche category due to market share. Others, like ESPN+ and Crunchyroll, are more purpose-built for genre-specific audiences.
The audience for niche streamers also shows clear demographic trends. HUB Intel’s report notes that these subscribers tend to be younger, more male, and more tech-savvy. They’re also more likely to live in urban areas, have higher education levels, and fall into higher income brackets. This makes them an attractive target for platforms and advertisers looking for engaged, premium viewers.
As the streaming market matures, personalization is driving value. The Big 7 may dominate reach, but niche services are building loyalty and carving out profitable corners of the ecosystem. In an era of infinite choice, viewers are still curating their own bundles—and niche platforms are earning their place in them.
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