Streaming Services Have Secured Viewer Loyalty

New research shows that viewers who label a platform as their default are significantly less likely to cancel their subscriptions.

Updated on Sept. 21, 2026 in Television

Live Poll

Do you prefer sticking with your default streaming service over trying new platforms?

A recent study from Hub Entertainment Research found that consumers who designate a specific streaming platform as their default are highly unlikely to drop the service. These users often remain subscribed for years while actively personalizing the experience to fit their habits.

Why it matters

Platform loyalty is a key factor in reducing churn for streaming giants, as default users show a deep commitment that goes beyond casual browsing. Because these viewers invest time in tailoring their apps, they are far more likely to retain these subscriptions than the average customer.

Among viewers who identify a platform as their default, 69 percent have maintained that subscription for more than two years. Additionally, 68 percent of all viewers have customized their default platform through watchlists or user profiles.

The players

Hub Entertainment Research

This organization specializes in data and insights for the television and streaming media industries.

The details

Viewers determine their default streaming source by identifying the platform they turn on first when starting a session. By building watchlists and creating profiles, these users increase their platform investment, which results in higher retention rates for providers.

The survey of 1,600 US TV viewers was conducted in August 2026.

Industry Dynamics

This study underscores how platform personalization is transforming the streaming wars from a battle of content libraries into a battle for user interface habits. By establishing deep roots in a viewer's routine, services are shifting the competitive landscape to prioritize retention over sheer subscriber acquisition.

If you find yourself primarily using one app, you are statistically more likely to keep that subscription active while dropping others. Taking the time to curate watchlists and profiles effectively binds your viewing habits to specific platforms, influencing which services you maintain in your household budget.

The takeaway

Building a personalized profile and watchlists is the primary way consumers cement their relationship with a streaming service. If you are looking to cut down on monthly costs, identifying which services you treat as defaults can help you decide which secondary subscriptions might be redundant.