The entertainment landscape is evolving rapidly. A new study from Hub Entertainment Research’s semi-annual “Battle Royale” survey indicates the average U.S. household now accesses 13 different entertainment sources.
This represents the highest number recorded since the survey's launch in 2021, illustrating the growing complexity of modern entertainment consumption. The October 2024 research, based on 3,018 U.S. adults, reveals significant differences across demographics.
Jon Giegengack, principal and founder at Hub, emphasizes the increasingly competitive entertainment market, particularly among younger audiences. The report shows a stark contrast: households average 13 sources, while those under 35 utilize an average of 16, and families with children report nearly 17.
Interestingly, despite this high number of sources, respondents only identified roughly half as “must-have.” On average, 6.4 sources were deemed essential, with 6.7 considered “nice to have.” This balance has remained relatively stable since the study's inception in early 2022, irrespective of age or household structure.
The study also highlights generational differences in entertainment preferences. For consumers under 35, premium video platforms (cable, streaming services, and vMVPDs) constitute only a fraction of their entertainment ecosystem – seven sources out of a total of sixteen. Nine other platforms, including social media, short-form video, and gaming, significantly influence their consumption.
Gaming and social video platforms are key drivers of this disparity. Younger respondents report using an average of 2.4 gaming sources, compared to just one among those 35 and older. Similarly, they utilize 3.6 social or short-form video platforms (like TikTok and YouTube) versus 2.2 for older participants.
“Video games, YouTube and TikTok are rapidly gaining share of mind among young consumers, who have an entirely different idea of what ‘entertainment’ means and are forming habits unlikely to change as they grow older,” Giegengack stated.
These findings demonstrate the increasing competitiveness of the entertainment ecosystem, with traditional premium video services facing strong competition from diverse content sources. A free excerpt of the Wave 6 “Battle Royale” report is accessible on Hub’s website.