Streaming overload! Too much content from the likes of Netflix, Hulu and Amazon Prime Video is causing 'paralysis' for viewers who take on average 7 minutes to decide what to watch
- The proliferation of streaming services has led to a 'paralysis' among consumers who appear to have difficulty dealing with too much choice
- Nielsen's latest Total Audience Report states only a third of viewers bother to browse the menu of a streaming service to find content to watch
- 21% say eventually give up watching if they are not able to make up their minds
- 58% of viewers also say they're more likely to switch back to their favorite cable TV channels if they're unable to make a choice about what to watch
Too much choice can be a bad thing - and when it comes to viewing habits, 'streaming overload' is making it harder than ever for viewers to pick what they want to watch.
Nielsen's new Total Audience Report found that the average TV viewer takes seven minutes to make a choice.
The difficulty is down to the vast proliferation of streaming services with everything from Netflix, Hulu and video-on-demand (VOD) options leading to 'paralysis among consumers.'
The proliferation of streaming services has led to a 'paralysis' among consumers who appear to have difficulty dealing with too much choice (file photo)
Yet, despite the increase in choice, homes are better connected than ever and ready to receive the masses of content.
Homes with internet-enabled TV-connected devices rose from 67 percent to 72 percent over the last year with households with subscription VOD (SVOD) options rising to 70 percent from 65 percent, Broadcasting & Cable reports.
'These are now available in seven out of 10 TV households, up from 65 percent in June 2018. SVOD services are also in nearly three out of four Hispanic and eight out of 10 Asian-American households,' the report notes.
Among adult viewers, just one third even bother to browse the menu to find content.
21 percent say they give up watching if they're unable to make a choice when bombarded with options according to Deadline.
Share this article
Nielsen's latest Total Audience Report see only a third of viewers bother to browse the menu of a streaming service to find content to watch Nielsen's latest Total Audience Report see only a third of viewers bother to browse the menu of a streaming service to find content to watch
The average American takes 7.4 minutes to make a selection. Adults 18-34 take 9.4 minutes, while 35-to-54s need 8.4 minutes.
'Options are great for consumers when it comes to deciding what to watch,' Nielsen SVP of audience insights Peter Katsingris writes in the report, 'but they're also decidedly complicated for an industry that continues to fragment and search for unique ways to influence their behavior and perhaps steer eyeballs toward their network, program, service or brand.'
'There is a correlation between access to internet-enabled TV-connected devices and subscription-based video-on-demand (SVOD) services,' Katsingris goes onto state.
'Think about the last time that you or loved ones decided to sit down and watch TV, listen to new tunes or stream a program,' Katsingris wrote.
'Were you stuck in decision purgatory, endlessly checking out previews unable to make an actual choice? How long were you there? And how much do you think the paradox of choice costs programmers, content owners, brands and marketers? Surely nobody wins when potential consumers get frustrated by the amount of choice, or simply unappealing options, and ultimately decide to just go to sleep instead.'
For those who appear to be incapable of making a choice, 58 percent of traditional pay-TV consumers say they are more likely to simply switch back to their favorite cable channels if they can't make up their minds when it comes to selecting from the ever-expanding choice of streaming options.
