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Most TV consumers would rather watch ads if it means saving money, according to the fourth quarter wave of Hub’s “TV Advertising: Fact vs. Fiction” study.

Streaming TV services continue to dominate traditional platforms as the home base for consumers’ recently-discovered favorite shows, according to Hub’s annual “Conquering Content” study.

Across the entire TV viewer base, live TV from a traditional pay TV service remains the most common first stop for viewing, Hub confirmed in its annual “Decoding the Default” study.

With the growing popularity of free, ad-supported streaming services and ad-supported tiers of subscription services, TV consumers are not only accepting ads, but in some cases embracing them, according to Hub.

The average number of sources consumers use to access TV content has hit an all-time high in 2022, Hub Entertainment Research revealed in its “Best Bundle” study.