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This year’s edition of Hub Entertainment Research’s annual “Conquering Content” report confirms viewers are still positive about what is available to them, even if managing all their choices is a challenge.

Over the past two years, the Hub Entertainment Research’s “TV Advertising: Fact vs. Fiction” study has provided strong evidence that it is finally time to bury the thought that consumers still hate ads.

Hub Entertainment Research's latest report refutes the notion that viewers strongly dislike ads, and provides clear evidence that advertising in streaming video is a vital part of the ecosystem.

More than 40% of consumers say that they have signed up for a subscription just to watch one show and 42% say they have signed up for a new platform, then dropped it within the first six months, according to Hub Entertainment Research’s latest report.

Viewers often have a hard time differentiating the brands of streaming services, and turn to known content or creative brands to help make viewing decisions, according to Hub’s annual “Evolution of Video Branding” survey.