Directionally, many major streaming services (Netflix, Disney, Hulu, Max, Peacock) saw year-over-year declines in consumers’ ability to differentiate between streamers.
The report found that many streamers have cut back production slates and leaned into popular genres of original content (dramas, theatrical movies, fantasy/supernatural) to better deliver content for general audiences. This blur of less distinctive originals across services has softened interest in sign-ups, according to Hub.
Over the past two years, fewer consumers (37% in 2025 compared with 41% in 2023) report signing up for a new service just to watch a specific show.
Many viewers can’t identify where they can watch “signature” programs. A clutter of original shows that could easily play across different services has made it hard for viewers to find specific shows.
While more than half (58%) of consumers know that “Stranger Things” is on Netflix, less than half of consumers could correctly place where to watch signature shows such as “Game of Thrones” (on Max), “The Bear” (on Hulu), or “Ted Lasso” (on Apple TV+), among others.
In the blurry landscape of scripted content, live sports events have stood out as a key driver for new sign-ups and strengthening subscriber retention. Netflix’s strong push into live sports with Christmas NFL games paid off well with big subscriber gains. Nearly half (49%) of people agree that it increases their interest in both signing up for and keeping the service.
“Services that lean into broad-appeal scripted programs may not be enough for viewers who struggle to identify what makes services distinct from one another,”
Jason Platt Zolov, senior consultant for Hub, said in a statement. “Emphasizing more brand-defining features and value drivers beyond just exclusive originals could have more upside for streamers looking to improve viewer loyalty.”
Source: mediaplaynews.com