OTT is now the most preferred programme source

According to a new study from Hub Entertainment Research, more than 50% of TV consumers say that their current favorite comes from an online TV platform. The study is Hub’s annual research Conquering Content which tracks how TV consumers discover, choose, and consume content.

The study began in 2014 and this is the first time that so many viewers have mentioned an online source for their favorite show. In 2014, only 31% said they watched their favorite show online while now 52% of viewers say so. Earlier 14% said their favorite show is on Netflix, and today it has jumped to 29%.

Peter Fondulas, co-author of the study and principal at Hub said, “These findings suggest that the aggressive investment SVODs are making in original and exclusive content is paying big dividends. In this research and other recent studies, we see clear evidence that high-profile online exclusives generate buzz that draws consumers to these platforms, which not only helps attract brand new subscribers but also builds loyalty among current customers.”