Hub Entertainment Research’s annual 2023 report TV Advertising: Fact vs. Fiction found that of 3,000 surveyed U.S. consumers between 14-74, the majority are softening their stance on cheaper, ad-supported streaming options to keep their monthly streaming bills under control. The findings come as several streamers have raised prices on ad-free tiers and introduced lower-cost plan options that have commercials.
When it comes to how consumers opt to launch a TV/video session, smart TV apps have caught up with and even slightly surpassed set-top boxes in a remarkably short time. According to Hub Entertainment Research’s latest annual “Decoding the Default” study, 32% of viewers now report that they initially use a smart TV app when they start watching video content — up 10 percentage points from the 22% who said the same in 2021.
Smart TVs in the U.S. have reached a milestone with a new study from Hub Entertainment Research showing that American homes now own an estimated 204 million smart TV sets, breaking the 200 million mark for the first time. The fifth annual wave of Hub Entertainment Research’s “Connected Home” study found that 77% of TV households say they own a smart TV, up from 66% three years ago. Well over a majority of all TV sets — six in 10 (61%) — are now reported to be smart sets, up from 45% in 2020.
Smart TVs now represent a majority of TVs owned by U.S. households and, according to Hub Entertainment Research, it may pose a threat to connected TV devices. The research firm released findings from its third annual “Connected Home” report that suggest ownership of a smart TV set is at 70% of TV households this year. The survey results also suggest that 52% of all TV sets are now reported to be smart TVs, up from 45% in 2020, which Hub said indicates accelerated replacement of older, non-smart TVs.
Consumers are nearly as likely to turn to an online video source first when they decide to watch TV as they are to go to a traditional pay-TV provider, according to a new study from Hub Entertainment Research. In a new report, called Decoding the Default, Hub found that 47% of consumers said they first go to a pay-TV set-top box for TV, while 45% default to an online source. Hub called the result a statistical tie.
Exclusives
Although video on demand is a big benefit to many TV viewers, one element of VOD activity remains a frustration: Not being able to skip through commercials. A new report reveals that 41% of those surveyed say having the fast-forward function disabled on VOD is a major “frustration,” according to Hub Entertainment Research.
