Gracenote, the content data business unit of Nielsen, said its 2025 State of Play report concludes that video platforms relying on engagement to drive their businesses face major risks by not delivering user experiences that help viewers navigate massive amounts of available content.
Based on a new survey of consumers in Brazil, France, Germany, Mexico, the UK and the US, the Gracenote 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 concentration rises to 40%. Despite general love for streaming among consumers in different countries and age groups, 45% say the streaming experience is overwhelming.
On average, consumers globally spend 14 minutes searching for what to watch. As Gracenote noted, when viewers can’t quickly and easily find something good to watch, negative outcomes can result for platforms. 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.
Key features viewers want to improve their experiences include a single guide presenting content information across all services and for platforms to tell them where to find specific programs wherever they are available. In fact, 66% of survey respondents specified interest in these capabilities, the report says.
Tyler Bell, SVP of product at Gracenote, said: “Effective search, discovery and recommendation capabilities that enable platforms to connect viewers to the content they’ll enjoy most are more critical than ever. 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.”
To download the free report, click here.
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