Most Users Know What They Want to Watch on Streaming Services, Report Finds

The Q1 Nielsen Total Audience report had several insights into user behavior

Adults spend 11 hours and 27 minutes per day plugged into some type of device, according to the report.
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The amount of time adults in America stay connected with media is astronomical. Specifically, they spend 11 hours and 27 minutes per day plugged into some type of device, according to the Q1 Nielsen Total Audience report released today.

And even though there are many streaming options for consumers, with hours and hours of content to choose from, 66% of users know exactly what they want to watch when they tune in.

“Content discovery, be it through the streaming menu algorithms that serve up options based on your prior choices, network promos for new shows, playlist feeds from digital music apps, or even friends’ recommendations is crucial to consumers in an era when they’re inundated with ads and content,” wrote Peter Katsingris, svp audience insights, in introducing the report.

Adults over the age of 18 spent more time on connected TV devices from Q1 of last year (46 minutes) to Q1 of this year (54 minutes). The loss seemed to come mostly from live and time-shifted TV.

Among streaming services, most adults (nearly two-thirds) say they know exactly what they want to watch when they open up their services. But adults aged 18 to 34 spend the most time making a decision on what they want to watch. In all, that demographic spends 9.4 minutes deciding on a program. Those aged 50 to 64 spend the least amount of time (at 4.9 minutes) choosing a show.

When those different age demographics don’t know what to watch on streaming services, most of them tune into their favorite channels rather than scanning through TV channels or checking out short clips online.

“It’s never been more critical for content owners and marketers to cut through the clutter, and maybe even spur some disloyalty, to ensure that their offerings stand out from everything else,” Katsingris wrote.