Almost half of TV viewers and more than half of streaming viewers spend more time than they would like choosing a show, according to the Atmedia index.
Too many TV channels and streaming services can lead to the ' paradox of choice', a situation where a large number of options makes the decision more difficult and less satisfying. According to the latest Atmedia Index results , 46% of TV viewers say that choosing a TV show regularly takes them more time than they would like, either every time or about half the time. Even more dilemmas in choosing content are experienced by users of streaming services. 93% of them spend a long time on it at least sometimes, with 60% of them doing so most or about half of the time. The time spent on selection is not negligible, averaging 16 minutes, and in some cases as much as half an hour.
If users of streaming services spend too long selecting content, some of them eventually give up and move on to other activities. This is the response of 28%. Others decide not to spend any more time looking for content and just watch something random that catches their attention - 25% of users do so. Some then try their luck elsewhere, with 15% switching to broadcast TV and 9% heading to a rival service. Recommendations also play a role in these situations. According to the research, 15% of users look online for inspiration, while 6% rely on tips from friends and acquaintances
The results show that long minutes spent choosing content and frustration with indecision lead viewers to give up watching altogether or switch between platforms. "In a content-overloaded environment, TV stations therefore hold their ground. Thanks to curated content and clear programming, they help viewers to find their way around," says Michaela Suráková, managing director of Atmedia. FAST channels, for example, are responding to this trend by combining the advantages of streaming services with linear broadcasting.
Source: mediaguru.cz
