If you spend an excessive amount of time scrolling via Netflix, you are in good firm, a examine by Nielsen’s Gracenote has discovered. TV Tech breaks down its 2023 State of Play report, which notes that whereas individuals have extra decisions than ever to stream content material digitally, it comes with some irritating penalties. On common, viewers spend 10.5 minutes choosing a present to watch on streaming providers. Bloomberg notes that this common was simply over seven minutes about two years in the past.
The purpose why viewers are taking longer to discover one thing to watch is a combined bag. People are spoiled for alternative, with a 39% enhance in titles accessible on streaming providers since 2021. But navigating 2.35 million motion pictures and exhibits over dozens of web sites has grow to be overwhelming. The variety of streaming suppliers has jumped from 118 to 167 within the final two years, and per TV Tech, streaming accounted for nearly 40% of TV utilization in July. Some of this development comes from a new crop of ad-supported streaming providers, which now take up a quarter of TV viewing, per Marketing Brew.
Issues that streamers run into embody discovering programming on totally different providers and determining the place to watch motion pictures and exhibits they know can be found. The examine discovered a 20% drop-off in customers who did not have a present in thoughts earlier than tuning in, which means one in 5 viewers find yourself doing one thing else after making an attempt to discover one thing to watch. Filiz Bahmanpour, the VP of product at Nielsen’s Gracenote, referred to as content material the “lifeblood of the digital, streaming-first media ecosystem,” which makes enhancing person expertise “extra important than ever.” (Read what the increase in streaming additionally means within the writers’ strike.)