December 1, 2015

NEW STUDY: Conquering Content

Our annual “Conquering Content” study on TV discovery, illustrate the importance for TV providers to offer a deep library of content, organized in a way that’s easy to use. 

Some key findings:

  • The growing use of online TV sources has made viewers more interested than ever in finding new shows.  Viewers are twice as likely to say “I’m always on the lookout for new shows to watch” (29%) than to say  “I’m happy with my current favorites” (15%)
  • Among online viewers, the appetite for new content is even stronger.  Among those who use 2 or more online TV sources, 35% are always on the lookout for new shows, vs. 10% who are content with their current favorites.
  • The downside of the explosion of content:  many consumers feel overwhelmed by options.  More than ever, viewers gravitate toward platforms that make it easier to find shows they’ll like
    • 51% say that there are so many shows to choose from that it’s hard to know where to start (up from 42% in 2014)
    • 57% say that they’re more likely to choose TV sources that make it easy to find new shows (up from 48% last year)  
  • Online TV episodes create live TV viewers who would otherwise never have existed:  More than half of consumers (52%) say they’ve first discovered a show from an online source, and then went on to watch the same show from traditional, non-online sources.

About this Research

“Conquering Content” is an annual tracking study from Hub Research.  The 2015 survey included 1,200 US TV viewers with broadband, ages 16 to 74.   An excerpt of the report is available as a free download from Hub Entertainment Research. The data was collected in October 2015.