Streaming's Fragmentation Problem Deepens As Viewers Spend More Time Searching For Shows

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The rapid expansion of streaming platforms has created unprecedented choice for TV audiences. However, that abundance comes at the cost of clarity, consistency and user satisfaction, according to a Gracenote report that finds nearly half of global streaming viewers feel overwhelmed by the sheer volume of services and content now available.

The researcher’s 2025 State of Play study illustrates how fragmentation is reshaping the TV experience, with both content libraries and distribution channels multiplying across every major market. Between January and September alone, the five largest global subscription video on demand (SVOD) services increased their combined catalogs by 17%, while free, ad-supported streaming television (FAST) channels expanded programming by 11%, including major growth in sports and news.

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