Comcast Advertising Releases Global Research on How Viewers Discover New TV Content as It Proliferates Across Screens to Help Content Owners Improve Discoverability
Report finds over half of
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(Graphic: Business Wire)
According to the report, nearly 2 in 3 U.S. viewers are spending more than 6 minutes searching for something to watch - with 51% stating that the difficulty in finding new content can get frustrating.
“In today’s unbundled world of TV, consumers face a lot of challenges when it comes to discovering content. The goal of TV, whether traditional or streaming, has always been to make audiences feel entertained, not frustrated or overwhelmed,” said
Other insights include:
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Social circles play a big role in how viewers learn about new content: 55% of
U.S. viewers said they receive recommendations from friends, family, and colleagues. -
Viewers’ choices are impacted by situational factors, but genre is foundational: 94% of
U.S. viewers said that genre is a key factor in choosing what to watch. - Channel surfing is still alive: 62% of Americans start their content search by channel surfing or scrolling through a program guide or app.
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Individual platforms play an important role in how viewers choose content: 51% of
U.S. viewers have found and watched content recommended on their home screen, highlighting how essential it is for content owners and advertisers to tap into this feature. -
Promos and native ads boost content consideration: 85% of
U.S. viewers are likely to be influenced to watch provider recommended content if they had seen an ad or trailer previously.
The research is based on a survey of 2500 consumers over age 18 in the
For its part, Comcast has recently demonstrated a strong commitment to improving the content discovery process. Comcast’s Entertainment OS, the future of entertainment for Comcast and its partners, like Xumo, makes it simple and easy for customers to find and watch their favorite programming across streaming apps, live channels, on demand programming, and more via voice search and an aggregated user experience.
“With so much great TV dispersed across an unprecedented number of connected platforms and services, watching TV has become burdensome for consumers,” said
To read the full report, Content Discovery in a
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View source version on businesswire.com: https://www.businesswire.com/news/home/20240501148226/en/
Media Contact
Meredith_Fitzgerald@Comcast.com
215-970-8504
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