Hub Entertainment Research

The Streaming Wars are now an Occupation: who can soak up the biggest share of consumers' finite disposable time (and leave as little as possible for everyone else)? When viewers routinely use 3 or more of the biggest streaming platforms, number of subs becomes less important than how much those subs are using your service - because engagement is what determines whether you'll keep them. Lucas Manfredi wrote a great article on this in TheWrap, including some of Hub's new data on subscriber engagement.

Subscription streaming companies have cut back on production slates with distinctive, quirky niche shows and have leaned into broad-skewing, crowd-pleasing genres of dramas and sci-fi/fantasy originals, as well as theatrical movies. According to our latest "Evolution of Video Branding" study, the result has been a harmful diminished brand differentiation in the marketplace. Read more from Daniel Frankel in StreamTV Insider ??

Read about Hub's subscriber engagement research in TheWrap! Article below:

Exclusive Isn’t Enough. In the streaming wars, hit shows still drive sign-ups—but they don’t build loyalty. And as bundling and consolidation heat up, many platforms are starting to blur together. Netflix still leads on brand identity. But others? Not so much. Ask the average viewer where #TheWhiteLotus streams. Most won’t know. (Spoiler: It’s #Max.) According to our latest Hub research, a buzzy slate of originals isn’t enough anymore. If streamers want to win the long game, they need a clear brand promise. A strong brand tells viewers what to expect—not just what’s new this week. Here’s what we found: — “Revolving door churn” is real. Viewers come for a show and leave just as fast. — “Exclusive originals” don’t differentiate like they used to. — Brand identity drives retention. — Tubi’s “Free for Everyone” campaign is a masterclass in modern branding. ?? Full breakdown of the data in our latest newsletter at HUBINTEL.SUBSTACK.COM #streaming #media #branding #hubintel #audienceretention #marketingstrategy

As the streaming market has started to show signs of maturity in subscriber growth, industry leader Netflix is shifting its metric of success to engagement, or time spent, as it looks to prove to Wall Street and Madison Avenue that the service can keep growing. The move away from quarterly subscriber disclosures isn’t entirely surprising, as Netflix’s most recent growth has come from its crackdown on password sharing, a benefit?some experts predict may be starting to wane. Read more from Lucas Manfredi in TheWrap ?? https://lnkd.in/eGhWPRbB

GET READY TO BUNDLE! Join us this Thursday for ?? The Great Bundling Brawl ?? a no-holds-barred TVOT CONNECT?debate?on one of the hottest topics in #streaming: Is bundling the future—or just another mess? Expect bold insights, sharp arguments, and a few surprises as industry experts go head-to-head on whether bundling saves consumers—or just makes things more complicated. ?? In the Pro corner: Jon Giegengack, Principal, Hub Entertainment Research Giles Tongue, VP, Marketing,?Bango ?? In the Con corner: John Bergmayer, Legal Director, Public Knowledge? Moderated by: Tracy Swedlow, Editor-in-Chief,?ITVT/TVOT Colin Dixon, Chief Analyst, nScreenMedia Date: Thursday, March 20, 2025 Time: 2:00 PM ET / 11:00 AM PT Where: TVOT CONNECT (Live on Zoom) Register Here ?? https://lnkd.in/gGP4iNr8

Check out Mark Loughney on the latest episode of #TalkBackToTelevision with Rick Howe -- where he talks about his recent Hub deep dive on TV consumers and economic pressures. ?? Turns out, the viewers most concerned about the economy aren't cutting back on TV -- they're actually doubling down. Tune in to the conversation below: https://lnkd.in/ezSZtGjp For more insight, subscribe to our newsletter hubintel.substack.com ??

Hub: Sports Audiences Have Embraced Streaming According to Hub Entertainment Research, sports fans in the U.S. are as likely to watch live games on streamers as they are on broadcast or cable networks. https://lnkd.in/eKqr5pYW

How will a wobbly economy impact streaming (and TV in general?) Hub Entertainment Research did some research to find out. To learn more, check out my colleague Mark Loughney's appearance on #TalkBacktoTelevision with Rick Howe below (more data available on our substack, hubintel.substack.com)

VIDEO: Understanding Consumers' Experience with AI and Entertainment ?? In case you missed it, Jon Giegengack presented Hub's latest AI research at VideoNuze #CTVPreview25 back in February. Watch below for insight into consumers' awareness of AI when it comes to entertainment, along with a great conversation with Will Richmond. ?? https://lnkd.in/e68fyGx2 #artificialintelligence #AI #entertainment #mediaresearch #connectedTV