More than 1 in 3 global pay-TV and OTT service subscribers have given up on shows they love because it became too difficult and/or costly to access those shows, according to a TiVo survey of 5,500 subscribers across 7 markets. The study links search and recommendations satisfaction to increased viewership among subscribers, almost half of whom feel that it should be easier to find what they want to watch.
The results bring to mind recent research from Digitalsmiths, in which half of pay-TV subscribers considering changing or canceling service said they would consider keeping their service if their provider released new content discovery functionality, such as shows recommended based on interests. In fact, almost two-thirds of pay-TV viewers surveyed in the US and Canada reported being frustrated at least sometimes when trying to find something to watch on TV.
It seems that Millennials have the greatest desire for better content discovery tools, per the TiVo survey. That likely relates to this group spending the most time every day searching for content, more than double the amount of time spent by Boomers (32 minutes and 15 minutes, respectively). Millennials’ views are important since they also reported the most amount of time spent watching TV and video content each day (though within the US older adults spend more time with traditional TV).
Overall, a majority (55%) of Millennials (born 1981-1995) said they would pay to simplify search, compared to 36% of Gen Xers (1965-1980), 30% of Gen Z respondents (1995-) and just 8% of Boomers (1946-1964). Likewise, a slight majority (53%) of Millennials want recommendations of what to watch, versus 39% of Gen Z respondents, 36% of Gen Xers, and 14% of Boomers.
About the Data: The results are based on an online survey of 5,500 pay-TV and OTT subscribers across seven countries worldwide with 2,500 interviews completed in the U.S., and 500 interviews completed each in the U.K., France, Germany, China, Japan, and India.