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Nearly 50% of TV viewers now subscribe to at least one streaming service outside the Big 7, according to HUB Intel. Only 11 of those niche services break a 10% reach.

The event hosted 350 participants from more than 200 companies across 37 countries.

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. 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%).

The most recent research from Hub confirms that streaming brands striving to deliver “something for everyone” are hard for consumers to differentiate. In the blurry landscape of scripted content, live sports have stood out as a key driver for new sign-ups and subscriber retention.

According to the results presented at the session "Spain Audiovisual Hub. A Model of Success", the Spanish audiovisual sector increased film production by 37% over the last year, and went from a turnover of 251 million euros in 2021 to 487 million in 2023.