Study: More viewers start their TV viewing with a SVOD service than live TV

As linear TV channels battle streaming services for viewers, Hub's annual "Decoding the Default" survey found that many viewers began watching TV using a SVOD services like Netflix and that a significant majority (57%) begin by using a streaming service. The survey found that an SVOD service was the "first thing" they turn on for 40% of viewers, a much higher figure than the 32% who began by watching live TV from the pay TV provider, live streaming from a virtual MVPD, or live broadcast networks from an antenna.