Which streaming service is which? Which platform has what content? For analysts, just keeping track of all the details of a streaming service is a full-time job. For the average consumer who just wants to try and find something interesting to watch, it can be borderline impossible. To make matters worse, differentiating top streaming services is only getting harder, according to new data from Hub Research. A wave of consolidation is currently sweeping the industry, but there’s room to wonder whether that will make telling streaming services a part easier or harder.
The data from Hub indicates that viewers of most streaming services are losing their ability to tell those services apart. In 2025, for example, 84% of Netflix subscribers told Hub that they were confident they could explain what made the ubiquitous streamer different from other services. In 2026, however, that number has fallen to 81%.
The percentage
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