Amid intensifying competition across streaming platforms, a new study from Hub Entertainment Research reveals that viewers continue to value variety but struggle with discovery in a fragmented content environment. According to the 2025 edition of the annual “Conquering Content” report, streamers have made bundling efforts to improve user retention and simplify access, but the abundance of options has left many viewers unsure of what to watch next.
The survey, based on responses from 1,600 U.S. consumers aged 16–74 conducted in October 2025, indicates that viewers are actively seeking new programming, but increasingly turn to older series rather than recent releases. Sixty percent of respondents reported that their newest favorite shows were older titles with multiple seasons already available. Among younger viewers aged 16–34, that number rose to 65%, highlighting a generational preference for content that offers a backlog of episodes ready to binge.
Despite the vast libraries across major streamers, finding new shows remains a challenge. Recommendations powered by editorial curation or algorithms are falling short, with only 46% of respondents saying streamers’ suggestions align with their preferences. The remaining 54% believe those recommendations primarily serve to promote newly released content, rather than cater to individual taste. Viewers instead report that personal recommendations, trailers, clips, and traditional ads remain more effective discovery tools.
As audiences grow frustrated with the inefficiencies in content discovery, many are turning to YouTube as a default option. The report finds that nearly 80% of YouTube users say they frequently or sometimes use the platform when they cannot find something to watch elsewhere. That number climbs to 90% among viewers aged 16–34, underscoring YouTube’s increasing role as a fallback entertainment option, especially among digital-native generations.
“With so many choices, matching viewers to programs that fit their taste and mood continues to be one of the toughest tasks for TV providers,” said Jason Platt Zolov, Senior Consultant at Hub and author of the study. “But viewers love having tons of options and lean into old favorites as a way to keep watching until a new hit breaks through. Streamers that deliver a balance of those old gems with well-timed exclusive new content will breed the strongest loyalties from viewers.”
The “Conquering Content” report is part of the “Hub Reports” syndicated series and offers valuable insights into shifting viewer behavior in an increasingly saturated streaming marketplace.