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Young consumers are more engaged with entertainment of all kinds. In fact, people under 35 have an average of eight entertainment platforms they say are “must have” sources, according to Hub’s “Battle Royale” study.

Streaming TV services continue to dominate traditional platforms as the home base for consumers’ recently-discovered favorite shows, according to Hub’s annual “Conquering Content” study.

Across the entire TV viewer base, live TV from a traditional pay TV service remains the most common first stop for viewing, Hub confirmed in its annual “Decoding the Default” study.

With the growing popularity of free, ad-supported streaming services and ad-supported tiers of subscription services, TV consumers are not only accepting ads, but in some cases embracing them, according to Hub.

Although awareness of streaming platforms is almost universal, it is still difficult for many consumers to explain how a platform is different from its competitors, according to Hub Entertainment Research.