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USA: SVOD dominate TV defaults as Netflix faces growing competition 16 SEP 2025

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USA: SVOD dominate TV defaults as Netflix faces growing competition

According to Hub's 2025 “Decoding the Default” report, 40% of consumers now begin viewing on paid streaming services, while another 17% turn to free platforms like YouTube—surpassing the 32% who default to live TV. Younger viewers show even stronger streaming loyalty, with 78% starting their sessions on digital platforms.