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TV Tech
TV Tech
George Winslow

New Survey: Viewers Say Streaming Is “First Stop” for Watching TV

Hub Entertainment Research Netflix Entertainment Hub MVPD United States
Remote and streaming content on a TV.

PORTSMOUTH, N.H.—A new survey indicates that cable networks and broadcasters are losing the battle for being top of mind with viewers as the default destination for viewing TV, with nearly half of all viewers (46%) saying that their first stop when they start watching TV is with an app from one of the top five SVOD streaming services.

Hub Entertainment Research's latest "Decoding the Default" study found that for the first time in five years of tracking, the combined "Big 5" SVODs (Netflix, Prime Video Disney+, Hulu, and Max) are more likely to be the "first stop" for 46% of viewers versus 38% starting with live TV via cable, vMVPD or antenna.

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