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Digital i finds that 37% of U.S. viewing time in H1 2025 was spent on shows over a decade old, with "Grey’s Anatomy" generating 3.5 billion hours and "Stranger Things" averaging 49.4 million hours per episode.

As churn climbs to 52% and binge viewing dominates, Hub’s latest research points to “open-loop” content strategies and discovery-first marketing as key to long-term audience engagement.

The fast-growing platform is rewriting viewing habits worldwide, climbing app charts across major markets and backing its momentum with new studios, global partnerships, and a pipeline of 280 titles.

In Western Europe, streaming platforms now command 64% of weekly viewing time, while Gen-Z viewers spend just 16% of their screen time on linear TV, according to a 2025 BCG and Native Research report.

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.