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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.

A recent research from Hub reveals that Netflix may have won the streaming wars, but the TV OS battle remains.

Hub’s Video Branding study found that more than a third of consumers (37%) signed up for a new streaming service in the past year to watch a specific show. But that number is declining, as original content production slows and shows struggle to break through the noise. Nearly the same share of viewers who say they plan to sign up for a service (27%) also say they plan to cancel one (30%).

More sports fans are turning to streaming as their primary destination for live games, with 69% now watching at least some sports on SVOD platforms—on par with broadcast (66%) and cable (63%). Younger viewers are driving this shift, with 48% of fans under 35 subscribing to a streaming service specifically for sports.

A new research from Hub revealed the increasing complexity of viewers' entertainment ecosystem.