In an age of heightened consolidation, expanded ad tiers, and everyone betting on sports to lure audiences, new data from Hub Entertainment Research has found that consumers are struggling to differentiate between SVOD services.

As more and more platforms get into the sports rights business, fans are having a much harder time finding the coverage they want, Hub Entertainment Research indicates in a new study.

Weekly TV and movie viewing has fallen by 2 hours since 2022, falling to 19 hours a week, while social/creator content has held steady at 11 hours a week, according to Hub Entertainment Research.

Exploring consumer responses to AI's role in entertainment content, Hub Entertainment Research has found that 44% of respondents are interested in creating their own stories with Disney IP and characters, with 24% being "neutral" and 32% saying they would not.

Hub Entertainment Research has issued its predictions for the key trends to watch in 2026, including a boom in niche sports, more bundles and YouTube's continued big-screen dominance.