CTV Report
Streaming Has Passed Linear As the ‘First Stop’ for TV Watchers
by Frankie Karrer2 min read
Abstract
- 46% of TV viewers now choose streaming services as their primary viewing destination, a significant rise from 35% in 2021 and 30% in 2018.
- The share of viewers selecting traditional pay TV (cable, satellite, telco, and virtual) as their first choice has dropped to 38%.
- Netflix is the go-to choice for 26% of viewers when they turn on their TVs, tying with live TV.
- About 24% of viewers who prioritize live TV as their top choice would be willing to cancel it if forced to drop a provider. But for those whose first choice is streaming, the inclination to drop a service ranges between 3% and 13%.
Streaming services have become the first stop for TV viewers when they sit down to watch something, according to new survey research from Hub Entertainment. The majority(46%) of respondents said that they now turn to streaming when they first switch on the TV — a significant increase from 35% in 2021. Meanwhile, traditional pay TV has fallen to 38% as a first choice, down from 53% three years ago. As far as the streaming platforms getting the most love, Netflix remains a top preference for viewers, tying with live TV options at 26% each.
Viewer loyalty also varies between live TV and streaming. About 24% of live TV viewers say they’d be willing to cancel their service if they had to, while streaming enthusiasts are more hesitant to let go. The reasons behind these preferences differ, as well — half of live TV fans prioritize news and sports, while 42% of streaming viewers are drawn in by their favorite shows. And when it comes to FAST channels, fans of those platforms appreciate the range of programming they offer.
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