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1、S U R F I N G A N D S C R O L L I N G I N A S E A O F C O N T E N TC O N T E N T D I S C OV E RY I NA M U LT I S C R E E N T V WO R L DIntroductionUnderstanding Viewer SatisfactionUnpacking Viewer Decision-MakingExamining the Role of Recommendations and PromotionConclusionAppendix:European Market Co

2、mparison34710 1314ContentsContents Contents|2024 Comcast.All rights reserved.Comcast confidential and proprietary information2|Content Discovery in a Multiscreen TV WorldFor every viewer who has their heart set on their next show or movie to watch,theres another who has no idea what they will watch

3、next only that they want to watch something.New research from Comcast Advertising shows that the process of discovering new content to watchacross traditional TV and streaming can be impacted by factors in a providers control(like platform interfaces),as well as those outside of it(like viewers mood

4、s and social settings).Additionally,there are different trends in content discovery across the U.S.and Europe(EUR),which publishers and advertisers in both regions can use to shape strategies for raising awareness of content through ads and trailers.This report analyzes trends for both Americans and

5、 Europeans in viewer satisfaction,decision-making behaviors,and technological features that publishers can leverage to strengthen provider recommendations and better understand viewer habits across regions.IntroductionIntroduction|2024 Comcast.All rights reserved.Comcast confidential and proprietary

6、 information3|Content Discovery in a Multiscreen TV WorldOnly about a quarter of American and European viewers say they can easily find what to watch.In addition,over 40%say they have to search multiple services to find their content.For those who have to search multiple apps or services,51%of Ameri

7、cans and 46%of Europeans cited that the difficulty of finding new content can get frustrating and lead them to rewatch something,a challenge for promoting engagement with new content.I have to search multiple apps or services to find the content I wantI can easily search using my device and find wha

8、t I want to watchEverything I want to watch is in one place(e.g.,a single app,device,service)Its hard to find the content I want so I opt to watch or do something elseThinking about your experience when searching for something new to watch,which statement most accurately describes your experience?On

9、ly 28%of Americans and 21%of Europeans agree that they can easily find the content they want to watch on their device.44%28%22%6%U.S.EUR42%21%29%7%Understanding Viewer SatisfactionFragmented experiences leave viewers frustratedSource:Comcast Advertising survey conducted through Cint in December 2023

10、.U.S.N=1500,EUR N=1000.Qualifying criteria:Adults 18+who searched for or watched something new in the past three months.Understanding Viewer Satisfaction|2024 Comcast.All rights reserved.Comcast confidential and proprietary information4|Content Discovery in a Multiscreen TV WorldViewers are spending

11、 a considerable amount of time searching for something new to watch65%of viewers are spending 6+minutes searching for new content,with decisiveness being key to search time.More decisive viewers begin the content discovery journey with a pre-established consideration set,creating a more intentional

12、viewing experience.European viewers tend to spend more time searching than Americans,since the majority are lean-in viewers(57%vs.43%).U.S.EURWhen looking for something new to watch,how long do you typically spend searching?15 mins6%32%36%14%13%6%26%39%16%12%Source:Comcast Advertising survey conduct

13、ed through Cint in December 2023.U.S.N=1500,EUR N=1000.Qualifying criteria:Adults 18+who searched for or watched something new in the past three months.Understanding Viewer Satisfaction|2024 Comcast.All rights reserved.Comcast confidential and proprietary information5|Content Discovery in a Multiscr

14、een TV WorldViewers approach to content impacts how satisfied they are with the content discovery processAudiences approach content in different ways.Their motivations,attentiveness,and decisiveness all play a role in how they feel about finding new content.It is important for content owners to unde

15、rstand these different motivations and offer different ways for viewers to experience new content.in the U.S.and Europe consider content volume the biggest challenge when finding what to watch.Easily overwhelmed viewersLess attentive viewersIndecisive viewersSocial viewersDetached viewers01 02 03 04

16、 05 in the U.S.and Europe become frustrated more quickly than fully immersed viewers.Once they are frustrated,53%will watch something they have seen before or watch something else entirely.in the U.S.are 80%more likely to spend 11+minutes deciding what to watch,compared to decisive viewers.in the U.

17、S.are heavily influenced by the opinions of friends and family,and their overall satisfaction is contingent on the decisiveness of the group watching.in Europe those who cite they are usually detached,rather than attached to characters in a TV show showcase less satisfaction.Source:Comcast Advertisi

18、ng survey conducted through Cint in December 2023.U.S.N=1500,EUR N=1000.Qualifying criteria:Adults 18+who searched for or watched something new in the past three months.Understanding Viewer Satisfaction|2024 Comcast.All rights reserved.Comcast confidential and proprietary information6|Content Discov

19、ery in a Multiscreen TV Worldof Europeans55%of Americans62%of Americans34%of Americans4%Unpacking Viewer Decision-MakingLooking for content means a lot of surfingand scrollingHow multiscreen TV viewers find content:Percentage of users who channel surf or scroll a guide/appAs a majority of people sur

20、f or scroll to find content,they pass by a multitude of content they may or may not have heard of,presenting a huge opportunity for publishers to promote material.Percentage of users who typeor speak the name of a programPercentage of users who use a different methodSource:Comcast Advertising survey

21、 conducted through Cint in December 2023.U.S.N=1500,EUR N=1000.Qualifying criteria:Adults 18+who searched for or watched something new in th past three months.of Europeans43%of Europeans2%Unpacking Viewer Decision-Making|2024 Comcast.All rights reserved.Comcast confidential and proprietary informati

22、on7|Content Discovery in a Multiscreen TV WorldSocial circles play a big part in how viewers learn about new contentViewers in both the U.S.and EUR are most heavily influenced by socialization receiving recommendations from friends,family,and colleagues whenit comes to finding new content to watch.U

23、.S.viewers are more likely to be influenced by platform home screens,but EUR viewers are more often influenced by promotional ads and significantly more likely to do their own research via online searching.American and European viewers social circles both in person and online serve as their most sig

24、nificant sources of learning about new content.Source:Comcast Advertising survey conducted through Cint in December 2023.U.S.N=1500,EUR N=1000.Qualifying criteria:Adults 18+who searched for or watched something new in the past three months.Where viewers learn about new content to watchFrom friends o

25、r family55%49%40%51%46%37%38%34%32%19%11%10%42%42%28%20%10%12%Social mediaScrolling through a guide/listScrolling through the platform home pageProvider recommendationsTrailer or promotional adThrough podcastsOnline searchesInfluencer or celebrity recommendationsU.S.EURUnpacking Viewer Decision-Maki

26、ng|2024 Comcast.All rights reserved.Comcast confidential and proprietary information8|Content Discovery in a Multiscreen TV World59%EUR42%U.S.49%EUR53%U.S.37%U.S.Genre is foundational,but situational factors also impact viewer choice78%ofAmericans and 75%ofEuropeans say that genre will impacttheir d

27、ecision to watch.Situationalfactors also impact their choiceincluding:63%U.S.37%EUR31%EURMood:Co-Viewers*:Schedule:Convenience*:Genre isfoundational to content choice across the U.S.and EUR,but situational factors play a role in decision-making too.U.S.viewers are more likely to be impacted by their

28、 mood whereas EUR viewers show selection is more dependent on their schedule.Source:Comcast Advertising survey conducted through Cint in December 2023.U.S.N=1500,EUR N=1000.Qualifying criteria:Adults 18+who searched for or watched something new in the past three months.*In this case,co-viewers refer

29、s to who the viewer is watching with.*In this case,convenience refers to how easy the content was to find.Unpacking Viewer Decision-Making|2024 Comcast.All rights reserved.Comcast confidential and proprietary information9|Content Discovery in a Multiscreen TV WorldExamining the Role of Recommendatio

30、ns and PromotionPlatform user experiences play an important part in highlighting content to viewersOrganizing content in an easily digestible way can help viewers who feel overwhelmed.The home screen plays an important role for both U.S.and EUR viewers,with more than half citing they have watched re

31、commended content there.American viewers are 14%more likely(57%versus 50%)to find and watch provider-recommended content in the corresponding app,and European viewers are 22%more likely(45%versus 37%)to find and watch content through the program guide.In the providers appThrough an ad when I paused

32、another showVideo ad promoIn the program guideWhere Viewers Have Found and Watched Provider-Recommended ContentWith just 53%of Americans and 56%of Europeans rating their experience of navigating streaming apps above average,providers play an increasingly important role in the viewers content discove

33、ry process.Source:Comcast Advertising survey conducted through Cint in December 2023.U.S.N=1500,EUR N=1000.Qualifying criteria:Adults 18+who searched for or watched something new in the past three months.57%29%40%37%50%On the home screen when I turned on my smart TV51%53%34%37%45%U.S.EURExamining th

34、e Role of Recommendations and Promotions|2024 Comcast.All rights reserved.Comcast confidential and proprietary information10|Content Discovery in a Multiscreen TV WorldProvider recommendations have room to expand their impactMost viewers do not regularly watch shows recommended by the provider.The t

35、op reason viewers are hesitant to do so is that the recommendations are not always reflective of their individual tastes in a multi-person household.The Value of Promotion38%of Americans and 42%of Europeans typically learn about new content to watch through trailers or promo ads.However,85%of consum

36、ers are likely to be influenced to watch provider-recommended content if they have seen an ad or trailer for the content previously.How often do you watch shows recommended to you by the provider?EURU.S.Publishers must create multiple avenues of awareness,like reaching viewers while they are surfing

37、 with native ads and reaching viewers while they are watching with promo ads.Source:Comcast Advertising survey conducted through Cint in December 2023.U.S.N=1500,EUR N=1000.Qualifying criteria:Adults 18+who searched for or watched something new in the past three months.This question was only answere

38、d by respondents who typically learn about new content through the provider.OftenOccasionallyRarely/NeverVery Often15%5%33%47%8%5%28%59%Examining the Role of Recommendations and Promotions|2024 Comcast.All rights reserved.Comcast confidential and proprietary information11|Content Discovery in a Mult

39、iscreen TV WorldU.S.analysis:Content promotion eases discovery processPromotional advertising benefits publishers and viewers.Through native and traditional multiscreen ads,publishers can attract new viewers and ease the discovery process for those tuning in.A recent analysis of media advertiser cam

40、paigns foundhouseholds exposed to a promotional ad were more likely to tune into the content.Higher tune-in rates were consistent among audiences exposed to promotional,native,and ads within TV content vs control households.Source:Comcast Aggregated analysis of Entertainment Tune-In campaigns(U.S.).

41、2023.higher tune-in rate for households exposed to promotional ad for a programhigher tune-in rate after being exposed to a native adhigher tune-in rate after being exposed to an ad within content+228%5X3.7XExamining the Role of Recommendations and Promotions|2024 Comcast.All rights reserved.Comcast

42、 confidential and proprietary information12|Content Discovery in a Multiscreen TV WorldWith the proliferation of content across platforms,viewers in the U.S.and EUR frequently use more than one single service or place to access all their content.Viewer satisfaction is largely contingent on the prefe

43、rence for choice,attentiveness,decisiveness,and with whom someone is watching.What they ultimately choose to watch often depends on their mood,schedule,co-viewers,and the convenience of finding the show.Publishers canconsider using these findings to continue to enhance the content discovery experien

44、ce,especially for easily overwhelmed viewers who are eager for a trusted source to help them navigate the waters of options.Viewers,too,can turn to connected devices that are dedicated to improving content discovery,so that they can more easily connect with content they love.ConclusionConclusion|202

45、4 Comcast.All rights reserved.Comcast confidential and proprietary information13|Content Discovery in a Multiscreen TV WorldAppendixEuropean Market ComparisonAppendix|2024 Comcast.All rights reserved.Comcast confidential and proprietary information14|Content Discovery in a Multiscreen TV WorldUnders

46、tanding Viewer SatisfactionFinding content is a fragmented experience41%ofEuropeans stated that theyhave tosearchmultiple apps or services to find the contentthey want.Searching multiple apps or servicesis particularly commonplace in Spain and theUK.In Germany and the UK viewers who gothrough multip

47、le apps to find content arelikely to get frustrated and often choose torewatch content,a challenge for promotingengagement with new content.Thinking about your experience when searching for something new to watch,which statement most accurately describes your experience?Source:Comcast Advertising su

48、rvey conducted through Cint in December 2023.U.S.N=1500,EUR N=1000.Qualifying criteria:Adults 18+who searched for or watched something new in the past three months.49%UK31%France51%Spain38%Italy42%GermanyI have to search multiple apps or services to find the content I wantUnderstanding Viewer Satisf

49、action|2024 Comcast.All rights reserved.Comcast confidential and proprietary information15|Content Discovery in a Multiscreen TV WorldMajority spend over 6 minutes searching for something new to watchGlobally,decisiveness is a key dictator of search time when looking for new content.European viewers

50、 with the exception ofFrance tend to spend more timesearching than Americans since the majority are lean-in viewers(57%vs.43%).European viewers who like to be fully immersed in the shows they watch also spendmore time searching for content(+11%)than those who rely on TV content to unwind or relax.UK

51、FranceSpainItalyGermany 15 minsUKFranceSpainItalyGermanyUKFranceSpainItalyGermanyUKFranceSpainItalyGermanyUKFranceSpainItalyGermanyWhen looking for something new to watch,how long do you typically spend searching?Source:Comcast Advertising survey conducted through Cint in December 2023.U.S.N=1500,EU

52、R N=1000.Qualifying criteria:Adults 18+who searched for or watched something new in the past three months.Understanding Viewer Satisfaction|5%27%17%17%35%9%35%8%10%39%2%26%14%14%45%3%25%24%14%35%12%19%18%9%43%2024 Comcast.All rights reserved.Comcast confidential and proprietary information16|Content

53、 Discovery in a Multiscreen TV WorldUnpacking Viewer Decision-MakingLooking for content is a lot of surfing and scrollingWhere do you typically learn about new content to watch?When youre looking for a program to watch,where do you typically go first?1Where do you typically learn about new content t

54、o watch?2U.S.U.S.EURTrailer or promotional ad Provider recommendationsScrolling through a guide/listScrolling through the streaming platform home pageFrom friends or familyOnline searchesSocial MediaThrough podcastsInfluence or celebrity recommendations37.6%19.0%32.4%40.3%54.8%33.6%49.3%10.9%9.7%41.

55、8%19.5%28.3%36.7%51.3%42%45.5%9.9%11.5%37%15%37%32%60%35%44%8%9%37%40%16%21%41%44%41%47%9%11%49%17%17%39%55%49%54%11%18%48%26%31%44%48%43%45%11%11%36%24%37%29%51%43%39%12%10%EURUKFranceSpainItalyGermany0%50%100%UKFranceSpainItalyGermanyEuropeans are slightly more likely to type or speak the name of

56、the program or genre into their remote than Americans.Source:1-Comcast Advertising survey conducted through Cint in December 2023.U.S.N=1500,EUR N=1000.Qualifying criteria:Adults 18+who searched for or watched something new in the past three months.2-Comcast Advertising survey conducted through Cint

57、 in December 2023.U.S.N=1500,EUR N=1000.Qualifying criteria:Adults 18+who searched for or watched something new in the past three months.Only top three shown for each country.For the full list,see appendix.Channel surf or scroll a guideOtherType or speak the nameUnpacking Viewer Decision-Making|2024

58、 Comcast.All rights reserved.Comcast confidential and proprietary information17|Content Discovery in a Multiscreen TV WorldGenre is foundational to content choice but situational factors play a part Source:Comcast Advertising survey conducted through Cint in December 2023.U.S.N=1500,EUR N=1000.Quali

59、fying criteria:Adults 18+who searched for or watched something new in the past three months.Factors impacting viewing choice:Mood:Co-Viewers*:Schedule:Convenience*:UKFranceSpainItalyGermanyUKFranceSpainItalyGermanyUKFranceSpainItalyGermany37%58%53%28%47%56%58%UKFranceSpainItalyGermany66%43%63%40%U.S

60、.EURU.S.EUR37%42%31%37%U.S.EUR49%63%U.S.EUR59%57%39%55%34%53%31%32%31%29%29%Unpacking Viewer Decision-Making|78%of Americans and 75%of Europeans say that genre will impact their decision to watch.*In this case,co-viewers refers to who the viewer is watching with.*In this case,convenience refers to h

61、ow easy the content was to find.2024 Comcast.All rights reserved.Comcast confidential and proprietary information18|Content Discovery in a Multiscreen TV WorldExamining the Role of Recommendations and PromotionViewers are not reliant on platform recommendations so creating awareness helpsSource:Comc

62、ast Advertising survey conducted through Cint in December 2023.U.S.N=1500,EUR N=1000.Qualifying criteria:Adults 18+who searched for or watched something new in the past three months.This question was only answered by respondents who typically learn about new content through the provider.How often do

63、 you watch shows recommended to you by the provider?U.S.EURUKFranceSpainItalyGermany0%50%100%Very OftenOccasionallyOftenExamining the Role of Recommendations and Promotions|2024 Comcast.All rights reserved.Comcast confidential and proprietary information19|Content Discovery in a Multiscreen TV World

64、Promo ads boost content considerationSource:Comcast Advertising survey conducted through Cint in December 2023.U.S.N=1500,EUR N=1000.Qualifying criteria:Adults 18+who searched for or watched something new in the past three months.How likely is the following to influence your decision to watch conten

65、t recommended to you by the provider?Viewers are very receptive to providerrecommendations,and previousexposure to a promo ad or trailer playsa pivotal role in influencing theirdecision to watch that recommendedcontent.This means that both nativeads and the 30-second spot have animportant role to pl

66、ay when promotingcontent.UKFranceSpainItalyGermanyU.S.EUR93%86%84%84%84%85%71%I have seen an ad or trailer for this content beforeExamining the Role of Recommendations and Promotions|2024 Comcast.All rights reserved.Comcast confidential and proprietary information20|Content Discovery in a Multiscree

67、n TV WorldGet more industry insights from Comcast Advertising.What is Premium Video?Redefining What it Means to Be Premium in Advertising The 2023 State of FAST In this report,we delve into the defining factors of premium video,with the intentions of enabling advertiser trust and highlighting value

68、for publisher inventory.In this report,created in partnership with Xumo,we explore the exponential growth of FAST and the role it plays in todays multiscreen TV advertising plans.ComcastA Insights|2024 Comcast.All rights reserved.Comcast confidential and proprietary information21|Content Discovery in a Multiscreen TV WorldComcastA