Consumers favouring online sources over traditional TV for favourite shows | Media Analysis | Business
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The annual Conquering Content study from Hub Entertainment Research has found that TV consumers who have discovered a new favourite show in the past year are almost twice as likely to watch it online than from a pay-TV set-top box.
Hub conquering 7Nov2019
The study was conducted in October 2019 among 2,016 US consumers with broadband, who watch at least one hour of TV per week. Asking viewers to name a current favourite TV show that they’ve discovered in the past year then how they watch it, the analyst discovered that consumers are more likely than ever to watch recently discovered favourite shows from an online TV source.

Hub noted that in 2015, a 57% said their new favourite was a show they watch from a traditional pay-TV set-top box (live TV, DVR, and VOD combined). A significantly lower 43% said their new favourite is a show they watch online. Now, traditional pay-TV and online have moved in opposite directions as the source for newly discovered favourite shows. Online sources currently have a nearly two-to-one advantage over traditional sources by 63% to 35% when it comes to favourite show viewing.

Netflix also extended its lead over traditional live TV as the top individual source for favourite shows. 2018 was the year that the SVOD leader overtook traditional live TV as the top single source for recently discovered favourites and the new study showed that Netflix’s lead has grown even stronger in 2019. Just over a third now say their new favourite is on Netflix, up 4 percentage points, compared with 23% for traditional live TV, down 2 percentage points.

“Even if traditional TV platforms still account for the bulk of all TV viewing, online sources are now the clear go-to for consumers’ favourite shows—the shows they’re most likely to talk about with others,” said Peter Fondulas, principal at Hub and co-author of the Conquering Content study. “Equally notable is that Netflix, by itself, is now a stronger source of favourite shows than all linear TV networks taken together.”