Hub Intel Deep Dive: Beyond the Big 7

Half of TV viewers subscribe to smaller, niche streamers—and their behavior holds big implications for both growth and retention.

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Hub Intel Deep Dive: Beyond the Big 7

Back when nearly 90% of U.S. TV homes had cable or satellite, viewers had access to more than 200 channels. But according to Nielsen, the average person watched only about 20 of them. And a common refrain among TV execs was that no two people watched the same 20. Sure, the broadcast networks and general entertainment cable channels dominated the top of the list—but beyond that, viewing habits were deeply personal.

Fast forward to today: the TV ecosystem has changed dramatically. Viewers now have access to a virtually unlimited amount of video content. But one thing hasn’t changed—everyone still builds their own custom viewing lineup.

These days, the average person uses seven TV services in a typical month.

And just as the Big 4 broadcast networks once defined the TV landscape, today’s viewing is dominated by a Big 7: Netflix, Amazon Prime Video, Hulu, Disney+, Max, Paramount+, and Peacock. Within that group, the top five reach nearly three-quarters of U.S. households each month.

In other words, even in a world of infinite choice, people are still building their own bundles—just like they did in the cable era.

But once you get past the Big 7, an entire layer of niche streamers are quietly shaping viewing behavior.

Here are six things to know about viewers who subscribe to niche streaming services:

1. Niche video services reach half the TV audience.

According to the latest Hub TV Churn Tracker, nearly half of TV viewers subscribe to at least one streaming service outside the Big 7—a larger share than those who subscribe only to the Big 7. That means niche platforms aren't just filling in the gaps—they’re a core part of how viewers build their bundles.

2. Only a handful of non-Big 7 services break double digits.

Even though nearly half of viewers subscribe to at least one non–Big 7 service, only 11 of those services reach 10% or more of the TV audience. The leaders:

Three of the top five—Apple TV+, STARZ Online, and Discovery+—don’t necessarily count as “niche” in terms of content. ESPN+ and Crunchyroll, by contrast, serve clearly defined genre audiences. In that sense, some of these services are “niche” more because of market share than mission.

3. Niche TV service subscribers skew younger, male, and tech-savvy.

Subscribers to niche streamers tend to be younger, more likely to be male, and more tech-forward overall. They’re also more diverse, more urban, and more upscale in terms of both income and education.