Viewers are having a hard time telling subscription streaming services apart. Data recently published by Hub Research confirms that differentiation between top services is difficult, and in most cases, getting harder for audiences.
Across multiple different on-demand streaming services in 2026, Hub found that it is harder for customers to describe what made a streaming service unique as compared to its peers in 2026 than it was in 2025. But there was one outlier in the data: the NBCUniversal streaming service Peacock. Viewers used sports to differentiate Peacock from competing streamers in the early part of 2026, but other streaming services that want to use that method will have to take extreme care not to overleverage themselves by pursuing expensive sports rights.
In Hub’s data, 64% of respondents said they were able to explain to someone else exactly what makes Peacock unique. That rose from 62%
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