• by Wayne Friedman , Staff Writer, May 1, 2024

Frustration around the process of content discovery -- finding TV shows and movies to watch -- is still an ongoing problem. A new report finds that 51% of people experience difficulties when searching for content.

Comcast Advertising says nearly 66% of U.S. viewers spend more than six minutes searching for something to watch. 

It is also a challenge for viewers to search across all streaming apps and platforms. The study finds only 25% of viewers surveyed say that all their content can be accessed in one place.

And the process can take longer. Thirteen percent of those surveyed said finding content can take more than 15 minutes.

When it comes to how viewers search for content, the study finds that 62% prefer channel surfing or scrolling through a program guide or specific app, while 34% use voice-controlled devices to speak the name of a program they want to watch.

U.S. viewers also use different types of social efforts to find programming. Fifty-five percent seek suggestions from friends and family, while 49% look to social media platforms and 40% scroll through the home page on a platform.

While just 38% of viewers learn about TV and movie content from trailers or promotional ads, 85% of U.S. viewers are likely to be influenced to watch provider-recommended content if they had seen an ad or trailer previously.

One major factor in content discovery and search is genre: 94% of U.S. viewers this a key factor in choosing what to watch. 

Digging deeper, situational factors are crucial to what genre of content viewers choose.

Sixty-three percent of viewers surveyed said the decision of what to watch depends on their "mood," while 53% say it depends on their schedule, 42% factor in co-viewers' choices and 37% say the decision can come down to convenience.

Comcast research is based on a survey of 2,500 consumers over age 18 in the U.S., the U.K., and European territories.