This post may contain affiliate links and we may earn a commission. Learn more

72% Face Difficulties With Finding Content To Watch: Roku Study


Roku All Things

72% of streamers face difficulties with finding something to watch. This is according to a recent study by Roku and MAGNA, which looked at the viewing habits of more than 2,500 TV streamers.

The takeaway is not new but does add to the growing number of reports and surveys that suggest the vast number of choices available is making it harder for users to find content they are interested in.

Another survey from earlier this year, for example, found CTV users spend around 12 minutes searching for something to watch. A separate study from last month also found that difficulty finding content routinely leads to viewers rewatching content they’ve already seen.

While 22% in the latest study pointed to the sheer volume of services as one of the main difficulties in finding something to watch, the survey also found that 29% said the act of switching between services was another major obstacle.

Other reasons given included lacking the right subscriptions (24%), not knowing where to find specific content (13%), different TVs in the home having different services (12%) and different remote controls being too confusing (10%).

Roku recently added an All Things Food hub (shown above) to its interface and this was used as an example of how content hubs can be a good way to help put content in front of users. Similarly, Roku’s Sports Zone was used as another example of how it is possible to make it easier for users to find the content they want to watch.

Interestingly, the report also found that 44% of streamers spend time browsing content before deciding on what to watch. While hardly a massive insight in itself, what is interesting is that half of those browse content even though they already know what they want to watch.

A behavior the report suggests is “ingrained” and likened to the act of scrolling on a smartphone.

John Finn


0 responses to “72% Face Difficulties With Finding Content To Watch: Roku Study”

Leave a Reply

Streaming can be frustrating but please be respectful and avoid personal information. All comments are moderated according to our comment policy.

Sign up to the Streaming Better newsletter

Get our latest news and guides delivered to your mailbox.