Content Discovery in a Multiscreen TV World

As premium TV  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 in collaboration with FreeWheel 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.

For every viewer who has their heart set on their next show or movie to watch, there’s another who has no idea what they will watch next – only that they want to watch something.

This report analyses trends for both Americans and Europeans in viewer satisfaction, decision-making behaviours, and technological features that publishers can leverage to strengthen provider recommendations and better understand viewer habits across regions.