Why consumers value and use curated hubs to discover content?

In an increasingly fragmentated streaming ecosystem, consumers are leaning on curated collections and hubs to find content based on a specific theme. Most streamers say they value having these curated collections/hubs as part of their streaming services, and over eight in ten streamers watch content from a collection or hub at least occasionally, according to the new “State of Media, Entertainment and Tech: Viewing Behaviors 2023” report from Horowitz Research, a division of M/A/R/C Research.

The majority of multicultural consumers use these professionally curated collections and hubs to focus on the content they value. Black streamers are especially engaged, with eight in ten (80%) reporting using Black content collections/hubs at least occasionally (similar by age). Among Asian streamers, nearly two-thirds (65%) watch Asian content collections/hubs, higher among less acculturated Asian streamers (77%). Similarly, almost six in ten (59%) Latinx streamers report using Latinx content collections/hubs, with nearly eight in ten (78%) less acculturated Latinx reporting doing so. Among LGBTQIA+ consumers, over half (52%) of streamers report using LGBTQIA+ content collections/hubs.

Horowitz Research noted that it is not just culturally relevant collections/hubs being used – about eight in ten streamers have used collections or hubs for new, just released content; popular/most watched content; and content based on viewing history. Additionally, over half of streamers (53%) have watched holiday content collection/hubs.

“Until the industry works collaboratively to deliver a truly integrated search and discovery experience that comprises content from all possible streaming sources, consumers will continue to struggle to find what to watch. Professional curation, such as these hubs or collections, are playing an increasingly relevant role in easing some of those struggles' consumers are facing. These are particularly useful for diverse audiences, who are relying on hubs or collections to more easily identify culturally resonant content which is still very much in-demand and yet not always easy to find,”  noted Adriana Waterston, Insights and Strategy Lead for Horowitz Research.

The full “State of Media, Entertainment, and Tech Volume II: Viewing Behaviors 2023” report explores the services consumers are using and how they divide up their share of viewing per platform, their sources of show discovery, the kind of content they are consuming on different platforms, which services they feel do the best job at delivering the content they seek, and how they feel the streaming experience could be improved. The survey was published in April 2023 among 2.200 television content viewers 18+.