Streaming Users Increasingly 'Like' Having Many Choices, Study Finds

Compared to just a few years ago, consumers now increasingly appreciate having a plethora of choices when it comes to new and existing TV shows on streaming platforms, according to Hub Entertainment Research.

This year, when responding to how they felt about the amount of content to choose from, 43% of those polled said they “liked” having many TV shows to choose from. compared to three years ago, at 30%.

Eight percent said they "disliked" having so many TV shows to choose from, and that it was "overwhelming." This “dislike” was down from 10% three years ago. 

For years, analysts have been concerned that a new streaming TV platform could overwhelm consumers, creating TV fatigue in attempting to screen a huge number of new TV series. 



In addition, for over a decade, FX Networks executives have talked about the growth and problems of overall “peak TV” -- that the business could not financially support this overabundance of new shows on TV networks and digital platforms -- let alone get enough viewers to watch each TV series.

The Hub research also highlights the need for “easy” discovery of TV and movie content on streaming platforms, with 61% saying they were “more likely to choose TV sources that make it easy for me to discover new shows” -- up from 56% in 2022.

Looking at the difference between first-year and returning TV shows (that have been on for several seasons), 64% say their “favorite” shows are older shows, while 36% say their favorite is new, first-year shows.

Actors' and writers' strikes seemingly have had little effect on consumers' consumption of TV series. 

“While the pipeline for new shows has slowed due to this year’s historic Hollywood strikes, consumers' loyalties to streaming services... remain stable,” according to Hub authors. “Consumers are responding positively to the abundance of things to watch, whether ‘new’ or just ‘new to them.’”

The survey was conducted among 1,600 U.S. consumers with broadband ages 16-74, who watch at least one hour of TV per week. Interviews were conducted in October 2023.

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