Comcast Advertising Releases Global Research on How Viewers Discover New TV Content as It Proliferates Across Screens to Help Content Owners Improve Discoverability
01 Maggio 2024 - 3:00PM
Business Wire
Report finds over half of U.S. viewers cited
that difficulty finding new content can be frustrating, leading
them to rewatch something they’ve already seen
Today, Comcast Advertising released a report titled, Content
Discovery in a Multiscreen TV World: Surfing and Scrolling in a Sea
of Content. This new global report analyzes trends of how consumers
navigate and discover TV content across traditional and streaming
in the U.S. and EUR. The findings come at a pivotal point for the
industry as audiences are searching across multiple apps and
services, with only 25% of viewers surveyed stating that all their
content can be accessed in one place. Its custom insights and
actionable considerations are designed to help platforms and
content owners strengthen their offerings and enhance the consumer
experience.
This press release features multimedia. View
the full release here:
https://www.businesswire.com/news/home/20240501148226/en/
(Graphic: Business Wire)
According to the report, nearly 2 in 3 U.S. viewers are spending
more than 6 minutes searching for something to watch - with 51%
stating that the difficulty in finding new content can get
frustrating.
“In today’s unbundled world of TV, consumers face a lot of
challenges when it comes to discovering content. The goal of TV,
whether traditional or streaming, has always been to make audiences
feel entertained, not frustrated or overwhelmed,” said Travis
Flood, Executive Director of Insights, Comcast Advertising. “This
research provides actionable insights into the process so that
content owners and streaming platforms can improve their offerings
to enhance the content discovery experience and provide more value
to their viewers.”
Other insights include:
- Social circles play a big role in how viewers learn about
new content: 55% of U.S. viewers said they receive
recommendations from friends, family, and colleagues.
- Viewers’ choices are impacted by situational factors, but
genre is foundational: 94% of U.S. viewers said that genre is a
key factor in choosing what to watch.
- Channel surfing is still alive: 62% of Americans start
their content search by channel surfing or scrolling through a
program guide or app.
- Individual platforms play an important role in how viewers
choose content: 51% of U.S. viewers have found and watched
content recommended on their home screen, highlighting how
essential it is for content owners and advertisers to tap into this
feature.
- Promos and native ads boost content consideration: 85%
of U.S. viewers are likely to be influenced to watch provider
recommended content if they had seen an ad or trailer
previously.
The research is based on a survey of 2500 consumers over age 18
in the U.S., U.K., and EUR and the results were then analyzed to
provide insights into viewer satisfaction, viewer decision-making,
and the role recommendations and promotion plays in it all.
For its part, Comcast has recently demonstrated a strong
commitment to improving the content discovery process. Comcast’s
Entertainment OS, the future of entertainment for Comcast and its
partners, like Xumo, makes it simple and easy for customers to find
and watch their favorite programming across streaming apps, live
channels, on demand programming, and more via voice search and an
aggregated user experience.
“With so much great TV dispersed across an unprecedented number
of connected platforms and services, watching TV has become
burdensome for consumers,” said Marcien Jenckes, President, Xumo
and Managing Director, Comcast Advertising. “Xumo’s goal is to
remove this burden and make TV simple again. Our devices run on
Comcast’s Entertainment OS, which makes watching TV easy through
features like AI and human-driven show recommendations, FAST
channel integration in our grid guide experience, and an
unparalleled voice search capability.”
To read the full report, Content Discovery in a Multiscreen TV
World, click here.
About Comcast Advertising
Comcast Advertising is the advertising division of Comcast
Cable. As a global leader in media, technology and advertising,
Comcast Advertising fosters powerful connections between brands and
their audiences as well as among publishers, distributors, MVPDs,
agencies and other industry players. Effectv, its advertising sales
division, helps local, regional and national advertisers connect
with their audiences on every screen by using advanced data to
drive targeting and measurement of their campaigns. FreeWheel, its
media and technology arm, provides the technology, data enablement
and convergent marketplaces required to ensure buyers and sellers
can transact across all screens, across all data types and all
sales channels, in order to ensure the ultimate goal – results for
marketers. Comcast Cable, along with NBCUniversal and Sky, is part
of the Comcast Corporation (NASDAQ: CMCSA). Visit
http://comcastadvertising.com/ to learn more.
View source
version on businesswire.com: https://www.businesswire.com/news/home/20240501148226/en/
Media Contact Meredith Fitzgerald
Meredith_Fitzgerald@Comcast.com 215-970-8504
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