Default sources for TV content in the U.S. 2018-2023
As of 2023, live TV remained the most common default choice for viewers in the U.S., with 46 percent of respondents indicating it as their preferred source for watching TV programs. However, there has been a notable decline in the share of viewers who chose to watch TV live. In 2018, this figure stood at 62 percent, while the largest SVOD services Netflix, Hulu, Prime Video, Disney+, and HBO Max increased in popularity from 2018 to 2023.