• by Wayne Friedman , Staff Writer, 10 hours ago

Program discovery continues to be an issue -- for all types of content --- original scripted/library TV shows, as well as high demand sports content. Will things get easier?

Nearly 60% of consumers struggle to find their sports content, according to a recent poll from Nexxen, the digital ad-tech company, of 1,195 respondents 18 years and older. This could then include all programs --favorite team games, car/bike/motorcycle races, or maybe even niche non-Olympic sports. 

Put the blame on way too many “overlapping” platforms/networks, and as a result, fans become frustrated and confused about where to watch, according to the authors of the study.

The intense, “dedicated” fans may be better off. The same survey says that 26% are “superfans” -- those who almost never miss a game of their favorite team -- viewers who schedule their lives around sports and are likely to have a current understanding of where content is aired.

Another 42% are what’s called "dedicated" fans -- those who have no worries if they miss a game or two -- while 26% are “casual” fans who mostly focus on high-profile games and events.

This might not seem concerning -- the data can speak for itself. Strong viewership and engagement with brands are key indicators that appear to mean the program discovery process is getting easier.

Finding your favorite TV shows, of course, isn’t just an issue with sports content, but with entertainment as well. For example, where can you get “Grey’s Anatomy” reruns and new airings on streaming platforms? That would be Hulu (for the current 21st season of the show) and Netflix for older seasons.

Some TV platforms might be faring better than others. Cable TV networks seem to be getting less original entertainment due to subscriber cord-cutting -- there’s less revenue to pay for high-priced original productions or licensing rights deals. That said, reruns of specific TV shows -- scripted and unscripted -- can still be found on cable.

TV networks are doing a better job with on-air promotion in terms of helping consumers with their search.

CBS will tout the airing of a show on its network prime-time schedule, then add its availability the next day on Paramount+, while NBC does the same for Peacock and ABC, for Hulu or Disney+.

All this helps viewers with program discovery as well as longer-term consumer program search behavior.

At the same time, all isn’t all that easy when it comes to library TV network programs that deal with third-party streaming services --- which continues to be in flux.

Think of the longtime CBS series “NCIS.”

You can watch “NCIS” on Paramount+, Netflix, and Hulu. Breaking this down, all seasons of “NCIS” are streaming on Paramount+, while Seasons 1-17 are on Netflix, and Seasons 1-11 are on Hulu. You can also watch it on DirecTV Stream and fuboTV.

So, what’s the answer here? Just turn on Paramount+, and forget about it?

That’s one way. But if you just completed watching, say “The Bear” on Hulu and you’re scrolling around to find something else to watch, “NCIS” might catch your eye for an episode you may have missed.

Is that a good thing? Or does that add more possible discovery confusion?