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According to Hub Research, advertising in live TV is especially well-positioned to garner more of viewers’ attention.

A new research by Hub Entertainment Research revealed that TV viewers would now prefer watching ads if it reduces their subscription costs, reflecting a waning intolerance towards advertisements.

Data from Hub Entertainment Research revealed that the launch of Amazon Prime Video’s ad-supported tier has shaken up the streaming advertising ecosystem.

Gen Z devotes as much time to gaming, social media, and non-premium video as they do to traditional TV and films, according to Hub Entertainment Research’s latest report.

Hub Entertainment’s annual “Conquering Content” study found viewers remain positive about the amount of video content they can choose from, even if finding it can sometimes be a challenge.