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In its latest “Decoding the Default” study, Hub Entertainment Research revealed how rapidly smart TV apps have reached parity with the set top box as a starting point when viewers choose to watch video.

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.

Live TV continues to be the most common default source for TV viewers, but its once commanding lead over SVOD platforms has shrunk drastically over the past five years, according to Hub Entertainment Research.

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.

Hub Entertainment Research’s annual “Monetization of Video” survey indicates most consumers are now either at or near their maximum number of TV sources, and are not actively looking to spend more money on video entertainment.