Survey Finds Americans Waste Nearly Five Days a Year Just Deciding What to Watch

In a new survey commissioned by User testing2,000 US streaming service subscribers revealed that the average person spends 110 hours a year browsing streaming services, struggling to find something worth watching – a stark reminder of the “too much content, too little time” dilemma.

Key findings:

• The average American spends 110 hours a year browsing streaming services, struggling to find something worth watching.
• Nearly half (48%) no longer have traditional cable channels, and those who choose streaming platforms do so because they like variety (43%), the shows they want to watch are not on cable (34%), and they find streaming more convenient for on-the-go viewing (29%).
• 52% said the platform’s user interface plays a large or important role in their decision to sign up.
• 44% are likely to end their streaming service subscription and sign up for a new one just to continue watching their favorite show, while 56% will cancel that subscription once they’re done watching said show.
• Nearly a quarter (23%) had difficulties canceling their streaming service subscription, claiming that it was difficult for them to find the cancellation option on the platform’s website (39%) or that the cancellation process was too complicated with multiple steps (36%).

When asked how the user interface could be better improved to improve user satisfaction, Bobby Mixnersaid Senior Director of Industry Solutions at UserTesting Streaming media“A platform’s user interface is an important touchpoint that can make or break the overall customer experience. To truly improve it, companies must focus on understanding their users at a deeper level — not just through analytics, but by actively monitoring how users interact with This can reveal points of friction, such as unclear navigation or overly complex processes, help prioritize improvements and iterations, based on real user behavior, and can lead to simpler, more intuitive interfaces that meet diverse needs, including accessibility and customization This translates into creating clear images Intuitive navigation makes it easy for users to find content without getting bogged down in endless scrolling. Ultimately, the key is to design with empathy and the user’s perspective.

Regarding some of the key obstacles preventing providers from reducing dissatisfaction with content discoverability and how to overcome them, Meixner said: “One of the biggest obstacles is understanding the nuances of user behavior and preferences. While data can provide trends and patterns, it is Often lacking context as to why users struggle to find content or feel like their experience is impersonal, another challenge is the complexity of managing and integrating disparate data sources, which can create gaps in the personalization journey These challenges require a mix of technology – Like intelligence Artificial intelligence to enhance discoverability – and a user-centric approach to design and iteration, ensuring regular interaction with users to test new concepts and improve existing features The experience evolves in line with expectations Providers who take this holistic approach are better positioned to deliver seamless, personalized experiences that foster loyalty and satisfaction.”

Read Full report here.

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