Report finds over half of U.S. viewers cited that difficulty finding new content can be frustrating, leading them to rewatch something they’ve already seen

Comcast Advertising publishes a global report titled "Content Discovery in a Multiscreen TV World: Surfing and Scrolling in a Sea of Content," analyzing consumer behavior in navigating and discovering TV content across traditional and streaming platforms in the U.S. and EUR. The report provides insights to help platforms and content owners improve offerings and enhance the consumer experience amidst the challenges of content fragmentation.

1. Consumer Challenges in Content Discovery: The report highlights challenges faced by consumers in discovering TV content, with nearly two-thirds of U.S. viewers spending more than 6 minutes searching for something to watch, and 51% expressing frustration due to difficulty in finding new content.

2. Role of Social Circles and Genre Preferences: Social circles significantly influence content discovery, with 55% of U.S. viewers receiving recommendations from friends, family, and colleagues. Additionally, genre remains a foundational factor, with 94% of U.S. viewers considering it essential in choosing what to watch.

3. Persistence of Channel Surfing: Despite advancements in digital platforms, channel surfing remains prevalent, with 62% of Americans starting their content search through channel surfing or scrolling through program guides or apps.

4. Importance of Platform Recommendations and Promotions: Individual platforms play a crucial role in content selection, as 51% of U.S. viewers have discovered and watched content recommended on their home screen. Promotions and native ads also influence content consideration, with 85% of U.S. viewers likely to be influenced by provider-recommended content if they had seen an ad or trailer previously.

5. Comcast's Efforts in Content Discovery Improvement: Comcast has demonstrated a commitment to improving the content discovery process through initiatives like Comcast's Entertainment OS. This platform simplifies content discovery by offering voice search and an aggregated user experience across streaming apps, live channels, on-demand programming, and more.

Statements from Executives:

• Travis Flood, Executive Director of Insights, Comcast Advertising: Emphasizes the importance of understanding consumer challenges in content discovery to enhance the viewer experience and provide more value.

• Marcien Jenckes, President, Xumo and Managing Director, Comcast Advertising: Highlights Xumo's goal of simplifying TV viewing through features like AI-driven recommendations, FAST channel integration, and voice search on Comcast's Entertainment OS.

Comcast Advertising's report sheds light on the complexities of content discovery in a multiscreen TV environment, offering actionable insights for platforms and content owners to improve offerings and enhance the consumer experience. Comcast's commitment to simplifying content discovery through initiatives like Comcast's Entertainment OS underscores its dedication to addressing consumer challenges in the evolving TV landscape.