Content selection in streaming overwhelms users

Given the explosion of streaming content, consumers are finding it increasingly difficult to decide what to watch. This is shown by the "State of Play" report 2023 from market researcher Nielsen.

(Symbol image:

On average, users need ten minutes to decide what they want to watch. In 2019, it took just over seven minutes. One in five searchers did not find what they were looking for and turned to something else.

Away from exclusivity

Viewers in the United States, United Kingdom, Canada, Mexico, and Germany could choose from 1.9 million video titles in July 2021. By June 2023, that number had grown to 2.7 million titles. Many popular shows appear in multiple streaming catalogs, underscoring an industry swing away from exclusivity toward better monetization, Nielsen said.

With so many choices and the emergence of FAST channels, consumers are turning to more familiar content. "FAST is short for Free Ad Supported Streaming. In the U.S., for example, consumers use 60 percent of their total streaming time to watch shows that first aired on linear channels. That's 5.2 percent more than in October 2022.

Goal: Competitive advantages

18 of the 25 most-watched streaming items by U.S. women ages 18 to 34 in 2022 were traditional TV titles. With so much old and new content, those who leverage content metadata and connected IDs to present viewers with the most compelling programming and relevant advertising through merchandising, curation and data science can gain a competitive advantage, Nielsen says. (pte/swi)


More articles on the topic