Streaming Platform Differentiation: A Challenge for Streamers

o confidently “explain what makes each brand different” from other brands—stalled at about two thirds of consumers for most top streaming brands.

It seems that as media companies join forces, streamers are finding it tricky to really stand out to consumers. Take the Paramount and Warner Bros. Discovery merger, for example, which brings HBO Max under the same umbrella as Paramount+. With all this consolidation, it’s becoming harder for viewers to see what makes one streaming service different from another.

Recently, Hub Entertainment Research surveyed 1,601 U.S. consumers aged 16-74 with internet access to dive into how streaming brands impact our choices on what to watch. Their findings show that trust in the biggest streaming services has taken a slight hit in 2026. Hulu and Prime Video confidence dropped by 1%, while Paramount+ and Disney+ fell by 2%, Netflix by 3%, and Apple TV by 5%.

Even though most people know about the major streaming platforms, it’s becoming increasingly tough to explain what makes each one unique. People are struggling to see the value, usability, or content that sets one service apart from the rest. Many platforms rely on their exclusive shows to try and shine, but with so many original series floating around, it’s not enough to make a service truly distinctive.

“Exclusive Originals” have become a core feature of most streaming services, but it’s not always easy for viewers to connect specific shows to a particular platform. Take Peacock, for example, which scored big with the Super Bowl LX and Winter Olympics—showcasing the platform as a go-to for sports content. But when it comes to identifying where to watch top series like “Landman,” “The Pitt,” and “High Potential,” viewers are left scratching their heads. Surprisingly, less than 10% of folks knew where to watch the recent “Heated Rivalry” on HBO Max.

And don’t forget about YouTube! While we might think of YouTube as a place for social media or creators, more and more people see it as a legitimate TV or streaming network. It’s interesting to note that younger viewers tend to view YouTube as a streaming service more than older viewers.

Jason Platt Zolov, a senior consultant at Hub and the study’s author, pointed out that as companies merge, streaming services need to find new ways to set themselves apart in viewers’ minds. Simply relying on hit shows won’t cut it anymore. Platforms need to own specific qualities like “quality,” “value,” or a particular genre to truly make a lasting impression on their audience. When viewers can’t remember where to find their favorite shows, having a clear and memorable brand identity is key to winning them over.