Nearly two-thirds -- 60% -- of respondents from a global survey conducted by entertainment discovery/search company Rovi Corp., says people frequently stream content in their car or on public transportation, with 24% viewing content in the car.
Rovi revealed the study at the Consumer Electronics Show here on Wednesday.
However, the survey notes that finding content is another matter, with 51% saying that providers should focus on improving the ability to search for entertainment content.
Another 70% say they would prefer to find programs on-platform versus watching something their friends and family recommended.
More than a quarter -- 28% -- said it is because recommendations do not focus on the content they like; 25% say the suggested content is irrelevant to them.
Still, consumers are generally open to sharing their preferences -- 58% of global respondents said they would be open to anonymously sharing viewing preference information.
Findings came from an online survey of 4,000 pay-TV and over-the-top (OTT) subscribers across seven countries -- 1,000 interviews in the U.S., and 500 interviews completed each in the U.K., France, Germany, China, Japan and India.
Participants had to be a pay-TV subscriber, subscribe to other TV or video content providers, or use online streaming devices.