AnalyticsIQ has always found value in closely monitoring changes in consumer behavior over time. This is especially true when those changes pertain to media consumption or purchase behavior. Our cognitive science team has the privilege of asking the questions that marketers and data scientists wish they could ask, as part of our day to day operations. Not only to satisfy curiosity, but more importantly to empower leaders to make strategic pivots to their product or marketing strategies.

As TV viewers ourselves, we have all felt a distinct change in how we have consumed TV content over the last couple years. Not only were some programs unavailable for periods of time due to filming restrictions, but we also had more time at home to consume content. This led to a rapid shift toward streaming platforms, continued fragmentation and more. 

This change has been so dramatic that our team determined that an in-depth analysis of these behaviors would be important to understand. Our Department of Cognitive Sciences leads our research efforts on specific topics by deploying numerous surveys throughout each year. We craft each question to get at the root of how a consumer really feels about a topic and ensure that we are correctly interpreting a consumer’s response as well as their motivation – in this case their TV viewership.

“Significant demographic differences, in number of streaming subscriptions and viewing frequency, only emerged when we examined respondent race and age.”-AnalyticsIQ Research Report: Cable & TV Streaming Trends 2022

The Cable & TV Streaming Trends Report includes our findings ranging in topic from the number and names of streaming subscriptions per household, to the demographics that engage streaming services most, to reasons for service cancellation.

Streaming providers evaluated in this report include:

  • Netflix
  • Amazon Prime Video
  • Hulu
  • Disney+
  • HBO Max
  • Peacock
  • Paramount+
  • Apple TV+
  • Showtime
  • Starz
  • Fumination
  • FubuTV
  • Epix Now

To learn more about the changing TV behaviors of consumers, check out the full Cable & TV Streaming Trends Report. If you would like to learn more about how AnalyticsIQ is driving addressable TV advertising today, visit our Media page to access a number of materials on available data products and existing media integrations. If you are facing a more complex TV related issue that can be solved using data, please reach out to us at We love partnering to discover new ways consumer data can serve as a solution to business challenges. Let’s talk!