• by Wayne Friedman , Staff Writer, September 17, 2025

Where you start may be where you end up... when it comes to TV-streaming-video viewing.

New research shows more TV viewers start up their TV efforts with a subscription streaming video service -- with or without ads -- than live TV.

Subscription streaming video and live TV come in at 40% vs. 32%, respectively, according to a recent survey by Hub Entertainment Research.

In 2020, during the midst of the COVID-19 pandemic, live was still tops over streaming -- at 43% to 36% -- in this measure.

Note that “live” TV viewing -- in this context -- includes content/networks from traditional pay TV distributors, virtual (internet) pay TV providers, as well as over-the-air "antenna."

Real-time viewing of live content is also factored in -- such as news and sports. Local TV stations in particular, which continue to run multiple hours of news daily, could be taking a hit.

Drilling down to individual platforms, 32% said “live” is their “default” source when turning on their TV set. After “live” 19% cite Netflix, while 11% turn to YouTube and 5% each for Hulu and something called “DVR”.

The situation is more dramatic for those 16-34 years old -- where 56% of those viewers tune to streaming first (and 15% for live), compared to another 22% who go to “free” platforms with ads, which includes YouTube.

At first glance it would seem the TV viewing public is increasingly selective about viewing content.

If news is suffering, does that mean those in the survey are continuing to get news content in other places like social media -- for all audience age groups? Or perhaps, not at all?

YouTube, and straight-up FAST channels (Roku Channel, and Tubi) continue to see rising shares.

Next researchers should try to figure out what specific types of program content viewers are consuming.

And wouldn’t marketers like to know that as well -- for some greater impact? The end justifies the means -- and that engagement means in advertiser-brand parlance.