Streamers struggle to differentiate through original programming

Hub Entertainment Research released findings from its 2026 “Evolution of Video Branding” report, showing that major streaming platforms continue to struggle to differentiate themselves in an increasingly crowded market.

The study found that while most consumers are aware of leading streaming services, many cannot clearly explain what sets them apart.

About two-thirds of respondents said they were unable to confidently distinguish differences between top platforms, a figure that has remained unchanged from the previous year, the company said.

Efforts to stand out through exclusive original programming have had limited impact as original content has become standard across the industry. Nearly all major services are associated with “exclusive originals,” reducing their effectiveness as a distinguishing factor.

The report also highlighted confusion among viewers about where to find specific programs. Fewer than half of respondents could correctly identify the platforms for shows such as “Landman” on Paramount+, “The Pitt” on HBO Max and “High Potential” on Hulu and Disney+. Only about one in 10 respondents could identify HBO Max as the home of “Heated Rivalry.”

Sports programming emerged as one area of differentiation.

Peacock’s February broadcasts of the Super Bowl and the Winter Olympics helped set the platform apart in that category, according to the study.

The research also pointed to YouTube’s evolving role in the video ecosystem. While many viewers still see it as a creator-driven platform, a similar share now considers it a TV network or streaming service, with younger audiences more likely to view it that way.

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“As the industry faces more consolidation, streamers need to consider how their originals strategy can move beyond seasonal hits and lever up to more brand-defining distinctions that make them stand out from the crowd,” said Jason Platt Zolov, senior consultant at Hub and author of the study. “Being able to clearly own ‘quality, ‘value,’ or a specific genre of content in the eyes of consumers is critical to get them to say yes to a service, especially when they can’t remember where to watch specific shows.”

The findings were based on a survey of 1,601 U.S. consumers ages 16 to 74 with broadband access, conducted in February.