49% of respondents are willing to cancel a service based on difficulty finding what to watch
Gracenote has released an extensive report focused on global consumer attitudes and behaviors relating to video streaming.
The Neilson-owned company’s 2025 State of Play report surveys consumers in the US, UK, Germany, France, Brazil and Mexico.
The report finds that nearly 33% of streaming users feel content and service fragmentation negatively impacts their TV experience.
Among the 25-34 age group, that rises to 40%.
The longer it takes for viewers to find something to watch, the less enjoyable the experience becomes.
On average, consumers globally spend 14 minutes searching for what to watch, and when viewers can’t quickly and easily find something good to watch, negative outcomes can result for platforms.
Key findings for UK consumers:
○ 51% of streamers say that too many services makes it difficult to find content
○ They browse for an average of 12 minutes before finding something to watch
○ 84% of streaming users place a high value of importance on the overall user experience
○ 32% of streamers do not think that recommendations are a useful resource for finding content that they want to watch
The report finds that 19% of people will abandon a viewing session if their content search is not successful.
This jumps to 29% for viewers in the 18-24 age group.
49% of respondents are willing to cancel a service based on difficulty finding what to watch.
Viewers taking part in the survey wanted a single guide presenting content information across all services to tell them where to find specific programs wherever they are available.
“Effective search, discovery and recommendation capabilities that enable platforms to connect viewers to the content they’ll enjoy most are more critical than ever,” said Tyler Bell, SVP of product at Gracenote.” Organisations that deliver these capabilities will simplify the fragmentation of content and channels which impact viewers’ entertainment experiences. In doing so, they can capitalise on opportunities to become the first and most valuable viewing sources for their users.”
The 2025 Gracenote State of Play report is based on findings from a recent survey of 3,000 consumers.
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