Is Streaming's Broken Compass Sending Viewers Straight to YouTube?

Viewers are losing faith in streaming service recommendations, believing they're just marketing tools, and are increasingly turning to YouTube to decide what to watch, according to a new Hub Entertainment Research study.

• Discovery vs. deception: The core issue is trust. A full 54% of viewers now believe their recommendation engine is a marketing tool designed to push new shows, not a genuine aid for finding their next watch. This is happening even as companies like Google roll out advanced tools like Gemini AI on Google TV to improve content queries.

• The great escape: That distrust is fueling an exodus. A staggering four out of five YouTube users now turn to the platform when their paid services fail them. The trend is strongest with younger viewers (90%), but nearly three-quarters of those over 35 are doing the same.

Streamers are pushing their latest originals, but 60% of viewers say their favorite show is an older, multi-season series. As study author Jason Platt Zolov noted, "Viewers love having tons of options and lean into old favorites as a way to keep watching until a new hit breaks through." The takeaway for streamers is clear: earning loyalty isn't just about having the biggest library, but about delivering a trusted mix of old gems and new hits that viewers actually want.