The latest in:
Hub Entertainment Research
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Premium Content
04/13/2026
Hub Research finds AI Poised to Help CTV, Aggregation
One of the remedies for streaming fragmentation has been a focus on aggregation, particularly among CTV platforms.
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Premium Content
12/03/2025
TV Viewing is Too Complicated—Pay TV May Be the Answer
The average consumer finds today’s TV viewing experience way too complicated with too many streaming services to navigate and sports media rights spread out across all of these walled gardens. In other words, users are drowning in an ocean of fragmentation.
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Premium Content
10/15/2025
Bundles vs Fragmentation
A talking point during a live TV panel at Cynopsis ScreenShift this week was how bundling can address the increasingly fragmented live sports landscape as media rights continue to shift to streaming services.
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Premium Content
07/01/2025
Smart TV Users Ready to Embrace AI to Find Content
U.S. households now own at least two smart TVs on average, according to Hub Entertainment Research’s annual “Evolution of the TV Set” study.
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Premium Content
05/19/2025
Power of the Bundle
The value of streaming bundles is growing as viewers respond to price hikes and economic constraints.
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Premium Content
03/17/2025
Streamers Still Struggle to Separate from the Pack
Consumers are still having a hard time deciphering streaming services from one another.