Consumers live in a world where there are thousands of choices. Most of our choices are one swipe or click away. However, one challenge that we face, is finding something to watch. How can that be?

Consumers spend a great deal of time shifting through previews and trailers, all to still land on something comfortable. Such as re-watching The Office for the 5th time. Does this sound familiar?

While this cycle can be tragic for consumers, it also has a negative effect on content creators, marketers, platforms, etc.

Think of it this way, after putting all of their blood, sweat, and tears into a series or movie, and a consumer just watches the preview. To sum it up, consumers are spending more time searching and less time consuming new media.

With so many choices available, how are consumers navigating or deciding what to watch?

Findings from Nielsen’s Q1 Total Audience Report suggests that 66% of streaming service users know exactly what they want to watch when logging onto their accounts. 33% of streaming service viewers have a rough idea, while 22% don’t know what they want to watch prior to watching.

With almost two-thirds of adults who stream video content knowing exactly what they want to watch, they’re not terrible odds!

However, for those who are on the fence about what they want to watch, it can be tricky when looking at how they make their choice.

Video streamers are frequent “go-backers”. In other words, they like what they know and are comfortable with it.

The Demos:

The demographic group that is most susceptible to having difficulty deciding what to watch are 18-49 year-olds. The group that marketers target the most.

Meanwhile, younger adults are more likely to explore content. They are notorious for searching through recommendations and stepping out of their comfort zone.

How long do streaming consumers take to decide on their content options? According to Nielsen, 9.4 minutes was reported for adults between the ages of 18-49. It takes adults ages 35-49 around 8.4 minutes.

While having choices is never a bad thing – but is too many hurting the media industry? Or as consumers are we just creatures of habit? We will let you decide!