😵 Viewers Feel “Overwhelmed” by Content Choice
According to a report from Gracenote (Nielsen), video platforms risk losing audiences if they fail to help users navigate the overwhelming volume of available content.
45% of global streaming users said their viewing experience feels “overloaded” with choice. Among younger audiences (ages 25–34), 40% believe that content fragmentation negatively impacts their overall experience.
On average, users spend 14 minutes searching for something to watch — and in France, that figure rises to 26 minutes.
If they can’t find anything appealing, 19% of users simply give up watching, while 49% say they would cancel a subscription if finding content becomes too difficult.
66% of respondents said they would prefer a single unified guide that shows content available across all their services, not just one.
Since many viewers search for information about content online before opening an app, streaming platforms have a major opportunity to improve discovery and retention.
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