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This makes content discovery a challenge for the platforms.

A Nielsen report (for Q1 2019) revealed that 66% of users over the age of 18 know “exactly” what they want to watch on streaming platforms. This behaviour is also seen in 75% of users aged 65 and above.

According to the research, of those undecided about what to watch, 58% of users tune into their favourite channel, while 44% of the viewer surf through the channels. About, 39% of users 18 years and over go through recommendations in TV guides or menus. Additionally, 21% of users abandon the activity completely if they can’t decide what to watch.

The report also found that 24% of the audience would watch content recommended by a service guide or menu. Only a third of the audience noted browsing the SVOD content menus.

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