Streaming Services Are Giving Viewers Choice Paralysis
The sheer number of streaming options available to viewers has exploded in recent years, leading to a phenomenon known as “choice stress.” According to recent data, the number of series and films available across streaming platforms has increased by 39 percent in the last two years, now exceeding two million titles.
Marktonderzoeker Nielsen reported that streaming accounted for approximately 38.7 percent of total television viewership in July, reaching a latest record high. Simultaneously, traditional television viewership fell below 50 percent for the first time in history. A July study by Ampere Analysis revealed that nearly half of all internet users no longer watch traditional linear television.
The streaming landscape has become increasingly crowded, with 167 streamers currently on the market, up from 118 just two years ago. This number is likely even higher, as Nielsen’s research focused solely on services available in the U.S., the U.K., Canada, Mexico, and Germany.
The rise of free, ad-supported streaming television (Quick) services, such as Pluto from Paramount Global and Tubi from Fox, is contributing to the growth. Even television manufacturers like Samsung and LG are offering free streaming options, with Nielsen identifying over 40,000 different FAST channels currently available.
This abundance of content is making it harder for viewers to decide what to watch. Nielsen’s report indicates that it now takes an average of more than ten minutes for viewers to select a program to stream, compared to just seven minutes in 2019. One in five people even give up searching before finding something to watch.
The increasing availability of streaming options reflects a significant shift in how people consume entertainment, as audiences continue to move away from traditional television. This trend is impacting the entertainment industry as studios and networks adapt to the new streaming-first world.
A 2021 study commissioned by Film1 found that 41% of viewers give up searching for something to watch on streaming services. According to the research, 11%—roughly one million people in the Netherlands—spend over 30 minutes searching for a suitable title. Younger viewers appear to struggle with choice more than older demographics, with 50-plussers finding what they want to watch more quickly.
Interestingly, many respondents in the Film1 study still discover it easiest to watch a film or series when it’s presented to them through traditional TV channels, with almost three-quarters of those surveyed continuing to watch if they come across something that interests them on television.
