Gracenote: 78% of young adults want a single streaming guide, up from 58%
· 15h ago · Originally reported by PPC Land
Gracenote research finds 78% of young adults want one unified streaming guide, up from 58% previously. Across 3,000 viewers in six countries, 51.6% say they would likely cancel a service if they cannot find programming to watch. The findings raise the question of who controls the discovery layer.
Why it matters
Content discovery is becoming a competitive battleground in streaming TV, and whoever owns the guide shapes which shows and ads viewers see. Fragmentation that frustrates viewers can also affect ad-supported streaming engagement.
Explain it like I’m new here
It is like having a dozen TV guides for different channels — people want one single menu that shows everything, and they will quit a service if they cannot find anything to watch.
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