Audiences have access to more premium TV content than ever before. But, as it proliferates across platforms and services, viewers are finding that the discovery process for new content is fragmented. New research has found that 65% of viewers across the U.S. and Europe are spending more than 6 minutes searching for new content per viewing session.
The latest report from Comcast Advertising is aimed at helping content owners and streaming platforms understand how audiences are navigating the content discovery process today. The research also provides insights into how the experience can be improved for viewers and, ultimately, the brands looking to reach them in these premium video environments.
In today’s unbundled world of TV, viewers face a lot of challenges when it comes to discovering content. The goal of television, whether traditional or streaming, has always been to make audiences feel entertained, not frustrated or overwhelmed. This research aims to provide actionable insights into the process so that content owners and streaming platforms can improve their offerings to enhance the content discovery experience and provide more value to their viewers.
Travis Flood, Executive Director of Insights, Comcast Advertising
In a sea of content, don’t let viewers swim by your programming.
Download Content Discovery in a Multiscreen TV World: Surfing and Scrolling in a Sea of Content to learn more.
