Despite a noticeable slowdown in the production of original programming, streaming audiences in the U.S. are finding more satisfaction in their viewing experiences. A recent study by Hub Entertainment Research revealed that nearly 80% of subscribers now say they spend more time watching shows they genuinely enjoy. This marks a significant rise from 68% in 2020, during the peak of the pandemic.
The shift comes as streaming platforms reduce the volume of new releases, pushing viewers toward older TV series. Long-running shows have seen a notable increase in popularity, with 60% of viewers now favoring them, up from 54% three years ago.
When it comes to original content, Netflix maintains its position as the leading platform. However, its dominance is softening, with only 55% of viewers identifying Netflix as a standout in original programming, a drop from 60% last year.
Meanwhile, studios are increasingly monetizing their content libraries by licensing shows to rival platforms. This strategy has not gone unnoticed by audiences, with 60% of viewers reporting they’ve observed more of their favorite series appearing across multiple services.
These trends underscore a significant evolution in the streaming industry. Platforms are shifting focus from prioritizing the volume of original content to maximizing revenue opportunities, even as viewers embrace both nostalgic programming and curated streaming experiences.
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