November 6, 2017

Conquering Content

Wave 5 of our deep dive into how consumers discover new shows and choose which ones to watch.

Since 2012, the number of original scripted shows introduced each year has been increasing at a dizzying pace. In past waves of our Conquering Content study, we’ve found that most consumers are happy with this embarrassment of riches, saying they spend more of their time than ever before watching shows they “really like”.

But is it possible to have too much of a good thing? For example, we’ve also found that significant proportions of viewers feel there is so much content available that it’s “hard to know where to start”. That marketplace reality makes it more important than ever to understand: (1) how consumers decide what to view, and (2) how to make sure content cuts through the clutter, to ensure that shows even have a chance to be considered.

Online survey with 2,214 U.S. consumers age 16-74 who have broadband access at home and watch a minimum of 5 hours of TV per week.