Abundance of Choice Leaves 84% of UK Viewers Perpetually Scrolling

Streaming Revolution Hinders TV Discovery

As the streaming revolution continues to expand in the UK, a recent study has found that the abundance of choice leaves 84% of viewers perpetually scrolling through their streaming platforms without ever finding anything to watch.

The report, conducted by Digital TV Research, found that the average UK viewer now has access to over 100 streaming services, offering a virtually endless array of content. However, this abundance of choice has led to a paradox of choice, where viewers are overwhelmed and struggle to make a decision.

Paralysis of Choice

Psychologists refer to this phenomenon as the "paradox of choice," where having too many options can lead to decision paralysis. With so many streaming services and countless titles to choose from, viewers often find it difficult to decide what to watch and end up endlessly scrolling through their options.

The study found that 58% of viewers admitted to spending more time browsing streaming services than actually watching content. This suggests that the abundance of choice is hindering viewers' ability to discover new content and enjoy the streaming experience.

Impact on Viewing Habits

The paradox of choice is also having a significant impact on viewing habits. The study found that viewers are less likely to stick with a single show or movie for an extended period of time. Instead, they tend to jump between different titles, often abandoning shows or movies before completing them.

This fragmented viewing behavior is a departure from the traditional linear TV experience, where viewers would typically watch a few selected channels and follow specific shows. The abundance of choice on streaming platforms has disrupted this pattern, leading to a more fragmented and personalized viewing experience.

Implications for Streaming Services

The findings of the study have important implications for streaming services. They suggest that simply adding more content may not be the best strategy for attracting and retaining viewers. Instead, streaming services need to focus on improving content discovery and helping viewers find content that they will enjoy.

One way to do this is by providing personalized recommendations based on viewers' past viewing history and preferences. Another is by offering curated content collections and themed playlists that make it easier for viewers to find new and relevant shows and movies.