5 Trends for Networks to Note

Where, and how, TV viewers are watching is ever-evolving. Jon Giegengack, Principal and Founder of Hub Entertainment Research, the insights agency focused on the impact of technology on the way people discover, choose and consume media and entertainment content, offers some by-the-numbers intel.

  • Viewers are not abandoning pay TV: Among people who watch at least 5 hours of TV per week and have broadband, 88% have a cable, satellite, or telco TV subscription – down from 90% in 2014.

 Screen Shot 2017-10-10 at 10.52.29 AM

  • But they are adopting and using other TV services in tandem. 64% of those pay TV subscribers also use Netflix, Amazon or Hulu (up from 47% in 2014)

 Screen Shot 2017-10-10 at 11.01.56 AM

 

  • The number of viewers with multiple SVOD subscriptions is growing. Among those with any online TV subscriptions, 63% subscribe to two or more (up from 40% in 2015)

Screen Shot 2017-10-10 at 11.01.32 AM

 

  • People are spending more time watching the “big 3”: The majority of Netflix, Amazon, and Hulu users say they are watching those platforms more now than they were a year ago.

 Screen Shot 2017-10-10 at 11.02.10 AM

  • For many, Live TV is no longer “home base”: 66% of viewers age 55+ say that live TV is their *default* – the first thing they turn on when they want to watch TV.   But viewers 18-34, as many default to Netflix (32%) as to live TV (35%)

 Screen Shot 2017-10-10 at 11.02.40 AM

 

  • Respondents are US consumers who watch at least 5 hours of TV per week and have broadband at home
  • 2017 What’s TV Worth study conducted in April 2017
  • 2017 Decoding the Default conducted in June 2017
  • 2017 TV Redefined study conducted in August 2017
Related Topics:

Related Stories

01/14/26: Cynopsis Jobs

jobs5

Wednesday January 14, 2026 The 2026 Convergent TV Influence Awards Breaking: Meet the 2026 Leaders Defining Convergent TV The Convergent TV World Influence Awards honor the brand and agency leaders shaping the future of video advertising. Honorees from P&G, Johnson & Johnson Innovative Medicine, Bayer, Best Buy Ads, Horizon Media, dentsu, Omnicom Media Group, WPP, […]

Cynopsis 01/14/26: Anheuser-Busch Is Set to Score

Anheuser-Busch Is Ready to Score

Wednesday January 14, 2026    IN THE NEWS Trevor Noah will return for a sixth and, it appears, final time hosting the Grammy Awards. Noah will also serve as executive producer for the event, which is moving to ABC from CBS, its broadcast home since 1973, next year. “I am beyond thrilled to welcome Trevor […]

Cynopsis 01/13/26: A “Shore” Thing for Paramount+

Tuesday January 13, 2026    IN THE NEWS Paramount Skydance is pressing ahead with its bid to acquire Warner Bros. Discovery, filing a lawsuit to force WBD to disclose details of its $82.7 billion agreement with Netflix, which Paramount argues is inferior to its own $108.4 billion offer. “WBD’s stockholders have an immediate need for […]

01/12/26: Cynopsis Media Tech Update

ratings Tech

Monday January 12, 2026 That’s a wrap on CES 2026. To no one’s surprise, ad tech conversations centered on AI — but this time, with a focus on agentic workflows. Ad tech companies Viant, PubMatic and Magnite all brandished new agents to simplify and improve media workflows, while streamers and creative companies also showcased new […]

CynCity

Cynsiders

Instagram