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Hub Entertainment Research finds that 60% of viewers’ favorite shows in 2025 were older titles, while nearly 80% of YouTube users turn to the platform when they can’t find anything else to watch.

According to the “2025 Evolution of Sports” report by Hub Entertainment Research, 72 % of avid sports fans say sports are the most important TV content and 87 % would subscribe to a new service to watch their favourite sport—even as 65 % call using multiple platforms a hassle.

According to Hub’s 2025 “Evolution of Sports” report, 87% of avid fans would subscribe to a new service just to access a favorite sport, while 65% say using multiple platforms has become a hassle.

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.

According to Hub’s Q2 2025 TV Churn Tracker, 42% of Netflix subscribers now choose the Standard With Ads plan, up from just 14% in 2023, with the model proving especially successful among older, cost-conscious viewers.