27% of Viewers Plan To Try Out a New Streamer in the Next Six Months

Streaming habits are shifting, according to a new report from Hub Entertainment Research. These days, fewer folks are signing up for platforms just to watch a specific show — especially as the pace of original content slows. This is particularly true for services tied to traditional media companies. However, Netflix still stands out in the world of content, with over half of consumers (56%) calling it the best source for exclusive originals. Other platforms like Disney+, Max, Hulu, and Prime Video are close behind but noticeably trailing. Max has seen the biggest drop, falling 12 points over the last two years. And even with hit shows, platforms are struggling with brand recognition for their originals — only 58% of viewers knew “Stranger Things” was on Netflix, and even fewer could identify Max as the home of shows like “Game of Thrones” or “The White Lotus.”

The world of streaming is still far from doom and cancellation gloom, of course. Over a quarter of consumers (27%) say they’re likely to try a new streaming service in the next six months, giving platforms an opportunity to entice them with great content again. FAST platforms like Tubi, Roku, and Pluto TV in particular are also gaining momentum, with many viewers ranking them highest in value (aka free, in exchange for ads). As the market evolves, the greatest strength of Connected TV for consumers is in not just reach, but how it meets viewers where they are.

Connected TV in the News

5 Ways Tariffs Are Set To Transform the Streaming Industry
Adweek
As tariffs inflate prices and household spending tightens, more viewers may look to cut costs by relying on free ad-supported streaming television (FAST) platforms.

80% of People Would Rather Watch Streaming Than Scroll on Social
MNTN Research
You know what’s better than doomscrolling on social media? According to 80% of viewers, it’s kicking back with a good show or movie.

Sports Streaming TV Strikeout: High Cancellations at Season’s End
MediaPost
Samsung Ads research shows that 75% of viewers cancel or pause their subscriptions at the end of the season — although they do return when the season starts up again.