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.

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.

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.