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Nearly 40% of self-identified ad-intolerant viewers now accept ad-supported tiers—up from 26% in 2022—while one-third watch only ad-supported TV and rate ads as more useful and brand-influential than tolerant viewers.

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.

Global platforms like YouTube or TikTok play an outsize role in the lives of young viewers at the expense of traditional premium TV.

A new Hub Entertainment Research report highlights viewers' mixed emotions about AI, reflecting a landscape of excitement, optimism, and caution.