For the first time, more U.S. viewers start their TV sessions with a subscription service like Netflix than with live TV. The finding, detailed in a new Hub Entertainment Research study, shows 40% of consumers now default to a paid streaming platform, pulling ahead of live TV at 32%.
A generational channel change: The move away from linear TV is most pronounced among viewers under 35, where a massive 78% begin with a streaming service. In stark contrast, only 15% of this younger demographic still turn to live TV as their starting point.
The throne is wobbling: While Netflix remains the most popular single default platform, its dominance is shrinking. Its share of "first stop" viewing has fallen from 23% in 2020 to 19% today, and in aggregate, more viewers (21%) now default to a paid SVOD service other than Netflix.
Default is destiny: The battle for "default" status is critical for business, building a powerful moat against churn. Hub’s 2025 “Decoding the Default” report discovered that when forced to choose just one service, subscribers were up to six times more likely to stick with their default platform.
The fight for viewers is no longer just about having the best content, but about becoming an ingrained habit. Capturing that "power on" moment is the ultimate key to subscriber loyalty in a crowded market.
While streamers fight for paying customers, on the darker side of the industry experts are warning that TV piracy is now being run like organized crime, ranking as a top revenue generator for criminals.
