Nearly 2 in 3 U.S. viewers are spending more than 6 minutes searching for something to watch, with 51% stating that the difficulty in finding new content can get frustrating, as reported by Comcast Advertising in its study “Content Discovery in a Multiscreen TV World: Surfing and Scrolling in a Sea of Content”. The report analyzes trends of how consumers navigate and discover TV content across traditional and streaming in the U.S. and Europe.
Audiences are searching across multiple apps and services, with only 25% of viewers surveyed stating that all their content can be accessed in one place. In the dynamic landscape of entertainment consumption, several key trends significantly influence how viewers discover and choose the content they watch. One prominent factor is the pervasive influence of social circles. A substantial 55% of U.S. viewers rely on recommendations from friends, family, and colleagues to unearth new content gems. Whether through casual conversations or social media exchanges, these personal endorsements wield considerable sway over viewers' content selections.
Moreover, genre preference emerges as a cornerstone in viewers' decision-making process. 94% of U.S. viewers prioritize genre when navigating the vast array of available options. Whether seeking out a lighthearted comedy, an intense drama, a thrilling horror flick, or an enlightening documentary, viewers often gravitate towards genres that resonate with their interests and mood, shaping their viewing choices accordingly.
Despite the advent of streaming services and on-demand content, traditional channel surfing remains surprisingly resilient. 62% of Americans still initiate their content exploration journey by channel surfing or scrolling through program guides and apps. This habit underscores the enduring importance of content visibility and accessibility across various platforms, highlighting the need for content creators to optimize their presence to capture audience attention.
Furthermore, the dynamics of individual streaming platforms play a pivotal role in content discovery. 51% of U.S. viewers have discovered and consumed content recommended on their platform's home screen. This underscores the significance of platform algorithms in curating personalized recommendations tailored to individual preferences, thereby shaping viewing habits and content consumption patterns.
Lastly, the impact of promotional efforts cannot be overlooked. Promos and native ads serve as potent catalysts in boosting content consideration, with a remarkable 85% of U.S. viewers expressing a likelihood to watch provider-recommended content after encountering an ad or trailer. This underscores the importance of strategic marketing initiatives in capturing audience attention and influencing their viewing decisions.
These trends collectively shape the intricate ecosystem of content discovery and consumption. Whether through social networks, genre preferences, channel browsing, platform recommendations, or promotional tactics, each aspect contributes to the dynamic interplay that defines how viewers engage with and select the content they consume. Understanding and leveraging these trends are vital for content creators, platforms, and advertisers seeking to navigate and thrive in the ever-evolving landscape of entertainment consumption.