As U.S. consumers continue to cut the cord and subscription video on demand (SVOD) proliferates, it’s essential to stay ahead of rapidly changing consumer behavior. Circana’s TV Switching Study tracks how consumers watch video, the services they switch to and from, devices used to watch, how they prefer to sign up, and why. Explore the latest SVOD trends with an in-depth view of TV services and transactional video usage. Pinpoint the reasons consumers’ habits are changing to uncover growth opportunities.