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PORTSMOUTH, N.H. — In the ongoing battle between linear TV channels and streaming services, Hub’s annual survey titled “Decoding the Default” has unveiled some intriguing insights. The survey indicates that a significant number of viewers are now starting their TV experience with SVOD services like Netflix, with a remarkable 57% of respondents beginning their viewing journey on a streaming platform.

According to the findings:

• 40% of viewers turn on an SVOD service first,
• Only 32% start with live TV from their pay TV provider, virtual MVPDs, or broadcast networks via antenna,
• 17% begin their viewing on a free streaming service, typically YouTube.

Interestingly, the survey highlights that more viewers kick off their TV time on Netflix than any other streaming service. However, competition is heating up, particularly from platforms like YouTube, which are starting to chip away at Netflix’s dominance.

“This year’s findings underscore how crowded and competitive the TV ecosystem has become,” said Jon Giegengack, founder and principal at Hub and one of the study’s authors. “Netflix is the dominant streaming platform and now offers something for everyone: scripted and unscripted TV, original movies, live events, and even sports. This opens up opportunities for smaller, specialized services that cater to niche audiences.”

The survey also reveals that nearly 80% of younger viewers prefer streaming sources. Specifically:

• 56% of viewers under 35 default to a paid streaming service,
• 22% start on a free streaming platform,
• Only 15% default to live TV.

While Netflix remains the leading platform, the competition is tightening. The survey shows that:

• 19% of respondents consider Netflix their starting point for TV,
• This is nearly double the 11% who default to YouTube,
• And four times the 5% who start with Hulu.

However, the data indicates that the collective investment in competing streaming services is gradually diminishing Netflix’s lead. In fact, the percentage of viewers who identify Netflix as their default has decreased from 23% in 2020 to 19% in the latest survey.

Among younger viewers, more are starting their viewing on YouTube than on live TV. Specifically:

• 26% of viewers under 35 begin with Netflix,
• 18% start with content on YouTube,
• Only 15% say their default source is live TV, which is significantly lower than the rate for viewers aged 35 and older.

The researchers emphasize that understanding default viewing preferences is crucial, especially given the high churn rates in the streaming industry. Their findings suggest that being recognized as a viewer’s “TV default” is a powerful advantage.

In the survey, respondents were asked to choose which service they would keep if they had to eliminate all others. Those who identified a service as their default were significantly more likely to retain it—sometimes up to 5x to 6x more likely than general users.

“The data is clear: being a viewer’s default dramatically increases the likelihood they’ll keep you,” stated Christina Pisano, a consultant at Hub and co-author of the study. “First-stop status drives more sessions, more time spent, and higher retention. That’s why the battle for the TV home base is the most important fight in today’s entertainment landscape.”

These insights come from Hub’s 2025 “Decoding the Default” report, based on a survey of 1,600 U.S. consumers aged 16-74 who watch at least one hour of TV per week. The interviews were conducted in August 2025 and explored how consumers’ default viewing options have evolved over time. A free excerpt of the findings is available on Hub’s website.

Disclaimer: This article has been auto-generated from a syndicated RSS feed and has not been edited by Vitrina staff. It is provided solely for informational purposes on a non-commercial basis.