Since 2015, Hub Entertainment Research’s annual Decoding the Default study has tracked the TV source that consumers turn on first when they’re ready to watch.
Highlights from the study: 1) Across the entire TV viewer base, live TV from a traditional pay-TV service remains the most common first stop for viewing.
2) However, live TV has been dropping steadily as a default source over the past seven years and is at its lowest point since we began measuring default sources.
3) The declines in linear from traditional pay are not helped when one adds in linear from Virtual MVPDs.
4) Choice of default is dramatically different by age.
5) Although live from traditional TV still hangs on to a slim lead as the top individual default source, online sources in general dominate traditional pay TV sources in general.
6) Hub also sees interesting trends by age for each of the sources it measures.
7) Why is being a default service so important? Those who default to a service are dramatically more likely to remain loyal to it.
“At a time when the typical TV consumer uses an average of 7.4 different sources of TV content (Hub, The Best Bundle, 2022), simple penetration of a service in the marketplace is no longer a reliable measure of long-term service success,” advises Peter Fondulas, Principal at Hub and co-author of the report. “A much better predictor is how much consumers engage with each service they have—and in particular, which they consider their TV viewing home base.”
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Tags: dvr, Hub Entertainment Research, netflix, svod, vMVPD
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