Viewers Say Streaming Is “First Stop” for Watching TV

A new survey indicates that cable networks and broadcasters are losing the battle for being top of mind with viewers as the default destination for viewing TV, with nearly half of all viewers (46%) saying that their first stop when they start watching TV is with an app from one of the top five SVOD streaming services.

TV Technology.com reports Hub Entertainment Research's latest "Decoding the Default" study found that for the first time in five years of tracking, the combined "Big 5" SVODs (Netflix, Prime Video Disney+, Hulu, and Max) are more likely to be the "first stop" for 46% of viewers versus 38% starting with live TV via cable, vMVPD or antenna.

This is a monumental shift in viewing habits that has worrying implications for traditional TV. In 2018 only 30% started viewing with one of the top five SVOD services versus 62% for live TV. In a landscape of endless viewing choices, the services that viewers turn to first are the ones that consumers engage with most and are least likely to cancel, the researchers said.

The survey also found that Netflix is the top SVOD default, on par with cable TV as a "first stop" to watch. Around one quarter of viewers (26%) say that Netflix is the first place they turn to when they want to watch something, on par with the 26% of viewers who say traditional cable (excluding vMVPD and antenna) is their default source.

The research also found that different kinds of content play a key role in anchoring viewers to SVODs, live TV and FAST services.

About 42% of viewers who default to a major SVOD say that "favorite shows" connect them to that service. In contrast, live programming (sports, news) continues to make traditional cable a default source, while those who default to a free ad-supported (FAST) service say that "variety" is the big draw.

While sports rights are migrating to streamers, the current hold-up of Venu sports and other challenges in finding sports content online will continue to challenge viewers juggling both traditional cable and online options.