Hub Research: 35% of Viewers’ Favorite Show is on Netflix, Down from Last Year

Hub Research recently released their new “2021 Conquering Content” report, and the findings show that while the majority of viewer’s favorite show is on Netflix, that number has slipped for the first time since 2017.

According to the report, 35% of viewers’ favorite TV show is on Netflix, down from the 38% in 2020. This is the first time that number has fallen since Hub began releasing the report in 2017. This year, 21% of viewers say their favorite show is on another of the Big 5 streaming services. However, no other single service comes close to the hold Netflix has in the content world.

Other key findings from the report show that 40% of consumers have signed up for a streaming service just to watch one specific TV show, solidifying the fact that content is king. Recently, streaming services like Hulu, Disney+ and Prime Video have been ramping up their original content offerings, and it’s beginning to pay off. Even free services like Crackle and Tubi have jumped on the Original content wagon.

In addition, more than half feel there are more good shows to choose from today – up from 47% who said the same thing last year.