Sony Pixel Power calrec Sony

New Gracenote Report Highlights Impact of Ineffective Content Discovery on Consumer Happiness with Streaming

06/11/2025

With nearly 50% of streamers willing to cancel a service based on difficulty finding something to watch, user experience is more important than ever

NEW YORK Nov. 5, 2025 Gracenote, the content data business unit of Nielsen, has released a wealth of new findings on global consumer attitudes and behaviors relating to video streaming in its 2025 State of Play report. The report concludes that video platforms relying on engagement to drive their businesses face major risks by not delivering user experiences that help viewers navigate massive amounts of available content.

Based on a new survey of consumers in the U.S., U.K., Germany, France, Brazil and Mexico, the Gracenote report finds that nearly 33% of streaming users feel content and service fragmentation negatively impacts their TV experience. Among the 25-34 age group, that concentration rises to 40%. Despite general love for streaming among consumers in different countries and age groups, 45% say the streaming experience is overwhelming.

The longer it takes for viewers to find something to watch, the less enjoyable the experience becomes. On average, consumers globally spend 14 minutes searching for what to watch. In the U.S., the amount of time is 12 minutes, up from 10.5 minutes in mid-2023. French viewers spend a whopping 26 minutes searching for content, an amount of time equal to the length of an entire program episode.

When viewers can't quickly and easily find something good to watch, negative outcomes can result for platforms. The report finds that 19% of people will abandon a viewing session if their content search is not successful. This jumps to 29% for viewers in the 18-24 age group. Going further, 49% are willing to cancel a service based on difficulty finding what to watch.

Key features viewers want to improve their experiences include a single guide presenting content information across all services and for platforms to tell them where to find specific programs wherever they are available. In fact, 66% of survey respondents specified interest in these capabilities. With viewers going to the internet for content-related searches before using in-service capabilities, publishers and platforms have a significant opportunity to change behavior and keep users engaged.

Effective search, discovery and recommendation capabilities that enable platforms to connect viewers to the content they'll enjoy most are more critical than ever, said Tyler Bell, SVP of Product at Gracenote. Organizations that deliver these capabilities will simplify the fragmentation of content and channels which impact viewers' entertainment experiences. In doing so, they can capitalize on opportunities to become the first and most valuable viewing sources for their users.

In addition to powering advanced content search, discovery and contextually driven ad targeting, Gracenote's industry-leading program metadata also provides insight into content enabling better, data-driven decision-making. The 2025 Gracenote State of Play report is based on findings from a recent survey of 3,000 consumers in Brazil, France, Germany, Mexico, the U.K. and the U.S. To download the free report, click here.

About Gracenote

Gracenote is the content data business unit of Nielsen, providing entertainment metadata, content IDs and related offerings to the world's leading creators, distributors and platforms. Gracenote has aggregated, normalized and enriched core program metadata covering 50M titles in 260 streaming catalogs in 70 languages and 80 countries. Gracenote technology enables advanced content navigation and discovery capabilities helping individuals to easily connect to the TV shows, movies, music and sports they love while delivering powerful content analytics making complex business decisions simpler. For more information, visit Gracenote.com.

Media contact

Mark Yamadamark.yamada@nielsen.com
LINK: https://www.nielsen.com/news-center/2025/new-gracenote-report-highligh...
See more stories from arbitron

North America Stories

06/12/2025

L3Harris Chair and CEO Appears on CNBC at Reagan National Defense Forum

In a live broadcast from the Reagan National Defense Forum, L3Harris Chair and CEO Christopher Kubasik joined Morgan Brennan on CNBCs Closing Bell: Overtime. Ku...

06/12/2025

Survey: M&E Embraces Horizontally Integrated Media Archiving Approach

FORT LAUDERDALE, Fla. A new survey from Pixitmedia by Datacore revealed a major shift in the Media & Entertainment industry in media archiving, with 85% of resp...

06/12/2025

Czech TV Deploys LiveU Solutions in 10 OB Vans

HACKENSACK, N.J. LiveU has announced that the national public broadcaster Czech Television has completed one of the largest LiveU live production deployments fo...

06/12/2025

NATAS Celebrates 76th Technology & Engineering Emmy Award Honorees

NEW YORK The National Academy of Television Arts and Sciences (NATAS) presented the Excellence in Production Technology Emmy Award to NASA+ and Dr. Tom Leight...

05/12/2025

2025 Sports Broadcasting Hall of Fame: Curt Gowdy Jr. - Master Storyteller, Nationally and Regionally

2025 Sports Broadcasting Hall of Fame: Curt Gowdy Jr. - Master Storyteller, Nati...

05/12/2025

SVG Sit-Down: Veritone's Sean King on the Power of Mining Video, Audio Data

SVG Sit-Down: Veritone's Sean King on the Power of Mining Video, Audio DataThe company's Data Refinery offers users total control and governance over da...

05/12/2025

Platinum White Paper: Inside the Nashville Predators' Unified, Flexible, Scalable Production System with Ross Video

Platinum White Paper: Inside the Nashville Predators' Unified, Flexible, Sca...

05/12/2025

Netflix Reaches Agreement To Acquire Warner Bros. Following Planned WBD Split

Netflix Reaches Agreement To Acquire Warner Bros. Following Planned WBD SplitThe deal does not include WBDs sports assets like TNT Sports (US, UK, LatAm), Euros...

05/12/2025

FOX Sports Returns to Indianapolis for Primetime Broadcast of Big Ten Championship

FOX Sports Returns to Indianapolis for Primetime Broadcast of Big Ten Championsh...

05/12/2025

SVG Summit 2025 Preview: Digital Engagement & Monetization Workshop Tackles the Future of the Viewer Experience

SVG Summit 2025 Preview: Digital Engagement & Monetization Workshop Tackles the ...

05/12/2025

Atlanta United Lights Up New Emory Healthcare Studio With First Live Broadcast for World Cup Draw

Atlanta United Lights Up New Emory Healthcare Studio With First Live Broadcast f...

05/12/2025

As Messi Takes the Pitch, MLS, Apple, NEP Roll Out Largest MLS Cup Production Ever

As Messi Takes the Pitch, MLS, Apple, NEP Roll Out Largest MLS Cup Production Ev...

05/12/2025

ESPN Enters College Football's Most Intense Month With Elevated Workflows for Championship Week

ESPN Enters College Football's Most Intense Month With Elevated Workflows fo...

05/12/2025

Sorry, Baby, Peter Hujar's Day, Among Sundance Institute-Supported Projects Nominated for 2026 Film Independent Spirit Awards

It's about that time! Awards season is in full swing, and the Film Independe...

05/12/2025

Netflix to Acquire Warner Bros. in Deal Worth $82.7 Billon

LOS ANGELES Netflix announced it has entered into an agreement to acquire the assets of Warner Bros. for $82.7 billion....

05/12/2025

Gracenote Launches New CTV Ad Platform

NEW YORK Nielsens Gracenote has launched Gracenote Content Connect, a new ad platform that provides agencies, brands, supply-side platforms (SSPs) and demand-si...

05/12/2025

IAB Tech Lab Releases Deals API

NEW YORK In an most important update to the workings of deal-based programmatic advertising, IAB Tech Lab has released version 1.0 of its Deals API for public c...

05/12/2025

Nielsen: NFL Thanksgiving Games Score Big Audiences

NEW YORK Pass the turkey. Pass the stuffing. Pass the cranberry sauce. All are common requests of Americans celebrating Thanksgiving Day with family and f...

05/12/2025

Iris Cloud-Connected Camera Control Platform Now Available

NEW YORK Iris, the new cloud-connected camera control platform, has officially launched with features that turn virtually any PTZ camera into a software-connect...

05/12/2025

Netflix to Acquire Warner Bros. in Deal Worth $82.7B

HOLLYWOOD, Calif. Netflix announced today that it has entered into an agreement to acquire the assets of Warner Bros. for $82.7 billion....

05/12/2025

Iris Cloud-Connected Camera Control Platform Is Now Available

NEW YORK Iris, the new cloud-connected camera control platform, has officially launched with features that turn virtually any PTZ camera into a software-connect...

05/12/2025

FCC Approves AT&T's $1 Billion Acquisition of UScellular Spectrum

WASHINGTON The Federal Communications Commission has approved AT&T's $1.02 billion acquisition of spectrum from UScellular in a decision that was issued sho...

05/12/2025

The Best Coldplay Songs: 21 Tracks That Shoot for the Stars

The Best Coldplay Songs: 21 Tracks That Shoot for the Stars From Yellow to Viva La Vida, Fix You to Paradise, this playlist goes back to the start. December ...

05/12/2025

Zafris Lecture Series Brings Nabil Ayers to Berklee

Zafris Lecture Series Brings Nabil Ayers to Berklee The 32nd annual James G. Zafris Distinguished Lecture series was held on Thursday, November 13, with guest...

05/12/2025

Introducing New Perks to Help You Get Even More from...

Introducing New Perks to Help You Get Even More from LinkedIn Premium Published on Dec 5, 2025 Categories: Company News, Product News LinkedIn Corporate Co...

05/12/2025

Don Lee, Lee Jin-uk, and Lalisa Manobal to Star in Netflix Action Thriller 'TYGO'

Back to All News Don Lee, Lee Jin-uk, and Lalisa Manobal to Star in Netflix Act...

04/12/2025

SVG Sit-Down: ProximaVision's Claudio Lisman on Why Tethered Drones Could Be a Game-Changer for Live Sports Production

SVG Sit-Down: ProximaVision's Claudio Lisman on Why Tethered Drones Could Be...

04/12/2025

SVG Campus Shot Callers: Imry Halevi, Senior Associate Director of Athletics, Content & Strategic Communications, Harvard University

SVG Campus Shot Callers: Imry Halevi, Senior Associate Director of Athletics, Co...

04/12/2025

Platinum White Paper: LiveU Lightweight Sports Production: A Step Change in Sports Storytelling

Platinum White Paper: LiveU Lightweight Sports Production: A Step Change in Spor...

04/12/2025

London to Riyadh: DAZN Brings the Boxing Glamour to New Production Levels for Benavidez v Yarde in Saudi Arabia

London to Riyadh: DAZN brings the boxing glamour to new production levels for Be...

04/12/2025

Analysis: Paramount Bets on the Battering Ram' with Champions League Play

Analysis: Paramount bets on the battering ram' with Champions League play By Callum McCarthy, Editor-at-Large Tuesday, December 2, 2025 - 10:12 Print ...

04/12/2025

Space City Home Network Launches SCHN+ DTC App for Astros and Rockets

Space City Home Network Launches SCHN DTC App for Astros and RocketsThe Rockets and Astros were previously the lone NBA and MLB teams without a DTC appBy Jason...

04/12/2025

SVG Summit 2025 Preview: Content Workflows Workshop Spotlights Evolution of Sports Media Supply Chain

SVG Summit 2025 Preview: Content Workflows Workshop Spotlights Evolution of Spor...

04/12/2025

New Sponsor Spotlight: Geotech's Patrick Wambold On the Unreal Engine Revolution Taking Place in Sports Broadcasting

New Sponsor Spotlight: Geotech's Patrick Wambold On the Unreal Engine Revolu...

04/12/2025

Curt Gowdy Jr. - Master Storyteller, Nationally and Regionally

Curt Gowdy Jr. - Master Storyteller, Nationally and RegionallyBy Jason Dachman, Editorial Director, U.S. Thursday, December 4, 2025 - 1:52 pm Print This Sto...

04/12/2025

Cutting Through Rocks ( ) Shows the Difference That One Person Can Make for Change

(L-R) Rebecca Lichtenfeld, Mohammadreza Eyni, Sara Khaki, and Judith Helfand att...

04/12/2025

L3Harris Supports NOAA's Million Mile Journey to Safeguard Earth from Solar Storms

Coronal mass ejections caused by eruptions on the surface of the sun can have fa...

04/12/2025

Gracenote launches new CTV ad platform making program-level targeting a reality

Gracenote Content Connect enables media ecosystem to precisely align ad campaigns and programming based on rich content signals NEW YORK - December 4, 2025 - N...

04/12/2025

Lightware in 2025 - Celebrating a successful year of inno...

Lightware, a global specialist in AV connectivity, is looking back on a year defined by new advancements, strong collaboration and continued growth. Across the ...

04/12/2025

Riedel and Haivision Join Forces to Advance Wireless Vide...

Riedel Communications today announced a new partnership with Haivision, a leading global provider of mission-critical, real-time video networking and visual col...

04/12/2025

Harmonic and Normann Engineering Achieve Major Milestone...

Harmonic (NASDAQ: HLIT) and Normann Engineering today announced a major milestone in their strategic collaboration, celebrating 20 successful broadband deployme...

04/12/2025

Foundry introduces Multi-Paint support for Mari 7-5 devel...

Creative software developer Foundry today announced Mari 7.5, the latest iteration of its artist-friendly paint toolset that can handle large, detailed assets w...

04/12/2025

Professional Wireless Systems PWS Manages Over 1000 Wirel...

Professional Wireless Systems (PWS), a leading provider of wireless audio solutions and RF management, was on site at Dreamforce 2025 in San Francisco providing...

04/12/2025

Lionsgate and Debmar-Mercury partner with LTN to power di...

LTN's purpose-built IP video network brings all-movie diginet to over 100 stations and streaming platforms in just three months while eliminating satellite ...

04/12/2025

Bitmovin and ThinkAnalytics Partner to Deliver Intelligen...

Bitmovin, the leading provider of video streaming solutions, today announced a strategic partnership with ThinkAnalytics, the global leader in AI-powered data a...

04/12/2025

The HELM and Keslow Camera join forces to launch Keslow L...

The HELM, a global expert in cinematic live broadcast and high-end production workflows, has signed a partnership agreement with Keslow Camera, one of North Ame...

04/12/2025

LiveU Pushes Creative Boundaries at ISE 2026 Powering Ric...

At ISE 2026, LiveU will showcase its expanded IP-video EcoSystem, enabling broadcasters, sports, production companies and pro-AV professionals to share their st...

04/12/2025

Broadcasters See More Potential in Programmatic Advertising

Since the beginning of commercial television, advertising has been a key part of broadcasting. Over the years, the technology for inserting ads into programs ha...

04/12/2025

HBO Max Plans Significant Expansion of European Footprint

MUNICH and MILAN Warner Bros. Discovery said HBO Max is expanding into Germany, Italy, Austria, Switzerland, Luxembourg and Liechtenstein on Jan. 13, 2026, and ...