Even with the disruptions in the video production pipeline resulting from the guild strikes in 2023, consumers continue to say they have a wealth of TV content available. Hub Entertainment’s annual “Conquering Content” study found viewers remain positive about the amount of video content they can choose from, even if finding it can sometimes be a challenge.
In 2023, significantly more consumers said they like having so many TV shows to watch, and that number is up nearly 50% in just three years. Nevertheless, according to Hub, with that abundance comes a dilemma: how can viewers easily find their way to the shows they want to watch?
Content search is important enough to consumers that they gravitate toward services with more user-friendly processes. In fact, nearly two-thirds say they are more likely to choose a TV source that makes it easier to find new shows.
Recommendations are of course an obvious method for streamers to promote new content to viewers who are already in the fold. However, most consumers are underwhelmed by the recommendations they get from their streaming services. A scant 10% say the recommendations are highly relevant to their interests, while the remainder think that the suggestions are partly or wholly serving the interests of the service.
“Even though the ‘Peak TV’ era may be subsiding, consumers still have a huge amount of TV shows available to them. A challenge for viewers, however, is finding the new shows they want to watch. With streaming services fighting to hold on to share, telling viewers about those shows is crucial. An obvious opportunity for the streamers is to improve their recommendation algorithms and get more relevant suggestions in front of the viewers they already have,” said Mark Loughney, Senior Consultant at Hub Entertainment Research.