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According to Hub's 2025 “Decoding the Default” report, 40% of consumers now begin viewing on paid streaming services, while another 17% turn to free platforms like YouTube—surpassing the 32% who default to live TV. Younger viewers show even stronger streaming loyalty, with 78% starting their sessions on digital platforms.

The solution will measure campaign performance across both on-demand digital ecosystems (video-sharing platforms, SVOD, streaming services) and linear television, addressing the needs of advertisers, agencies, and publishers.

The whole season will feature a new 10-episode set to debut September 5 on Hulu and pocket.watch’s SVOD Ryan and Friends Plus, followed by Roku Channel, and MLB’s owned-and-operated platforms.

The new product connects Large Language Models to Gracenote’s verified entertainment data in real time, enabling CTV platforms to deliver accurate, personalized content recommendations while reducing hallucinations and improving monetization.

Half of this time is spent on ad-funded services, corresponding to roughly 50 minutes daily. Consumption is particularly high among younger audiences, where global platforms dominate.