According to the latest research, more people now start with a paid streaming service than live TV when looking for something to watch. This marks a major change in viewer behavior compared to just five years ago.
Key Takeaways
- In 2025, more viewers begin their watch journey with paid streaming services (40%) than live TV (32%), marking a significant shift from 2020 when live TV led.
- Netflix leads among paid platforms, especially with younger viewers (26% of those aged 16–34), reinforcing its role as the default entertainment hub.
- 17% of viewers now begin with free platforms like YouTube and Tubi, showing that cost-effective options are carving out a significant share of viewer attention.
In 2020, 43% of people would start with live TV when turning on a TV and looking for something to watch. According to the latest data from Hub’s 2025 Decoding the Default report, that percentage has decreased to 32% in 2025, an eleven percent drop in five years.
In contrast, 40% in 2025 now start with a paid streaming service when looking for something to watch. This represents a 4% increase on the 36% reported for 2020, and highlights how more people now begin with a paid streaming service.
“The data is clear: being a viewer’s default dramatically increases the likelihood they’ll keep you,” said Christina Pisano, consultant at Hub and one of the study authors. “First-stop status drives more sessions, more time spent, and higher retention. That’s why the battle for the TV home base is the most important fight in today’s entertainment landscape.”
Of the main paid streaming services, Netflix was noted as the most popular starting point overall, with 19% opting for the streaming service as the first thing they turn on when looking for something to watch.
The percentage of those starting with Netflix increases to 26% when focusing on those aged between 16 and 34, but decreases to 15% when filtered by those aged 35 and older.
“This year’s findings underscore how crowded and competitive the TV ecosystem has become,” said Jon Giegengack, Founder and Principal at Hub and one of the study authors. “Netflix is the dominant streaming platform and now offers something for everyone: scripted and unscripted TV, original movies, live events and now sports. But this opens an opportunity for the legion of smaller, more specialized services that focus on super-serving specific audiences.”
In terms of the other most popular paid starting points, 5% begin looking for something to watch with Hulu, 4% with Prime Video, and 3% with HBO Max.
Free services are also increasing in starting point popularity, with 17% starting their watch journey with a free streaming service.
Of the various free services available, YouTube proved the most popular overall with 11%, followed by Tubi with 3%.
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