Only 39 Percent of Viewers Choose Live TV As Their Default Option, Says Study

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According to a new study by Hub Entertainment Research, viewers are increasingly defaulting to on-demand sources like Netflix, Amazon Prime Video, and Hulu instead of live TV. The study found that only 39% of viewers tune into live programming from a traditional pay-TV provider, down from 47% last year. On-demand sources, collectively, were the first choice for 48% of viewers. Deadline reports: For viewers aged 18-34, the pattern is more stark — only about a quarter (26%) of the demo


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