Hub 2016 Decoding the Default - INFOGRAPHIC

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  • J U N E 2 0 1 6TODAY THE AVERAGE VIEWER USES MULTIPLE TV SOURCES. WHICH PLATFORMS THEY USE MAY BE LESS IMPORTANT THAN WHICH THEY USE FIRST, AND MOST OFTEN.

    FOR THE FIRST TIME, THE MAJORITY OF VIEWERS WITH BROADBAND SUBSCRIBE TO BOTH PAY TV AND AT LEAST ONE SVOD

    DECODINGTHE DEFAULT

    Have a subscription to pay TV

    HAVE MVPDAND SVOD

    87% Subscribe to at least one SVOD 66%

    MVPDONLY

    SVODONLY

    NEITHER

    % OF ALL VIEWERS THAT HAVE

    56% 31% 10% 3%

    ITS NOW TYPICAL FOR VIEWERS TO USE MULTIPLE SVODS IN TANDEM

    AMAZON AND HULU ARE GAINING USERS

    % OF ALL VIEWERS THAT USE: AMONG USERS OF EACH PLATFORM

    BUT BOTH ARE ALMOST ALWAYS USEDIN CONJUNCTION WITH NETFLIX

    54% 46%

    USE NETFLIX ONLY ALSO USE HULU AND/OR AMAZON

    17% 83%

    USE AMAZON ONLY ALSO USE NETFLIX

    7% 93%USE HULU ONLY ALSO USE NETFLIX

    57%

    24%

    13%

  • LIVE TV HAS THE HIGHEST USAGE, AND IS ALSO THEMOST COMMON DEFAULT

    ...EVEN AMONG YOUNG VIEWERS AND NETFLIX SUBSCRIBERS

    LIVE TV VOD DVR

    % that use each TV source % of users who say it is their default

    87%

    55%

    63% 57% 54% 13%

    38%

    49%

    64%

    WHICH OF THESE SOURCES IS YOURDEFAULT SOURCE FOR TV SHOWS?

    LIVE TV AGE 18-34

    AGE 35-54

    AGE 55+

    27%

    12%

    3%

    48%

    39%

    WHICH OF THESE SOURCES IS YOUR DEFAULT SOURCE FOR TV SHOWS?

    LIVE TV

    DVR

    ALL RESPONDENTS

    SUBSCRIBERS

    15%

    27%

    15%

    14%

    3% 27% 32% 26%

    NETFLIX USERS DON'T CUT THE CORD--BUT THEY'REMORE LIKELY TO CUT CHANNELS

    LIVE TV

    DVR

    25%

    26%

    20%

    59%

    43%

    32%

    HAVE YOU ADDED OR CUT BACK ON THE CHANNELS YOU PAY FOR IN THE PAST YEAR?

    Among those who have made changes to pay TV package in past year

    CU

    T B

    AC

    K AD

    DED

    DEFAULT SOURCE IS:

    Download more datafrom this study at

    www.hubresearchllc.com

    A survey of 1217 TV consumersAge 16-74

    Watch at least 5 hours of TV per weekHave broadband at home

    Data collection completed June 2016