Consumers may complain about streaming content pricing, but
they enjoy the ease of one-stop shopping.
Hub Entertainment Research notes that some of the strongest aggregators here are led by Amazon Prime Video. Fifty-four percent of respondents say they
use Amazon Prime Video to get one or many streaming services, up from 50% in 2025.
At the same time, 36% of respondents also say they buy streaming services through more traditional virtual,
cable, or satellite RV providers.
Another 28% of respondents say they go through a mobile phone provider such as T-Mobile, Verizon, or AT&T to buy streaming services.
Behind this
group are Roku at 26% (up from 24%), Apple TV at 21% (versus 20% previously) and YouTube at 16% (versus 14%).
"TVs are the biggest screen and are best positioned to be 'the brain' to help
coordinate things across the home," says Jason Platt Zolov, Hub senior consultant.
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"Leading TV operating systems have an opportunity to develop enhanced AI partnerships across devices that
will only make consumers happier," he adds.
Looking at just those specific operating systems for a smart TV or streaming media player or device, Roku still commands a strong position, with a
55% market share.
Samsung's Tizen OS is next at 45%, followed by Amazon Fire TV OS at 35%.
After Samsung, among the top smart TV manufacturer’s operating systems are LG webOS
(28%), Vizio’s SmartCast OS (16%) and Xumo TV OS (9%).
The survey was conducted with 2,659 U.S. consumers ages 16-74 who were interviewed in February 2026.