A few months into 2026, media consolidation is in the air as Paramount is slated to acquire Warner Brothers Discovery, Comcast has spun out its cable channels to Versant, and Hulu has been more deeply woven into Disney+. “Streamers are super-sizing their ad-supported services and enhancing sports content to grow viewership,” says Hub Entertainment Research.
With that backdrop, Hub released its annual study “The Evolution of Video Branding” on Monday. It tracks consumer awareness and perceptions of streaming brands, and the big highlight is that major streaming platforms are still struggling to differentiate themselves, with viewers unable to clearly articulate what sets one service apart from another.
