How Netflix and Rivals are Reshaping TV Habits: Hub Research Report

For the first time, more TV viewers are starting their viewing sessions with a paid streaming service like Netflix than with traditional live TV, according to a new report from Hub Entertainment Research. The findings show a fundamental reversal in viewing habits, shifting the industry's battleground from acquiring subscribers to becoming a user's digital "home base."

• Cracks in the crown: While Netflix remains the single most popular starting point for 19% of users, its top-dog status is tenuous. More viewers (21%) now default to a different subscription service—like Hulu, Disney+, or Max—for the first time. This comes as Netflix’s own 'first-choice' share has eroded from its 23% high in 2020.
• The kids aren't watching cable: The generational divide is stark. For consumers under 35, live TV is an afterthought, with only 15% choosing it first. In its place, YouTube has emerged as a powerhouse, with 18% of this group defaulting to the free video platform—making it a more common first stop than all of live TV combined.
• Default is the new destination: This battle for the "first click" is central to survival, as becoming a viewer's primary destination directly correlates with lower churn. "First-stop status drives more sessions, more time spent, and higher retention," said Hub consultant Christina Pisano, as reported by Advanced Television. "That’s why the battle for the TV home base is the most important fight in today’s entertainment landscape.”

In the streaming wars, the ultimate prize is no longer just a spot on the credit card bill, but the top spot in the viewer's mind—and the first click of the remote. The shift to streaming-first viewing habits comes as consumers are re-evaluating how much they're willing to pay for content and embracing ad-supported tiers to save money. At the same time, providers are increasingly turning to strategic bundling to reduce churn, while the high-stakes battle for exclusive live sports rights continues to fragment the market.