It used to be simple. You’d open Netflix, scroll a bit, and press play. Now, streaming feels like wandering an endless mall where every store looks the same but none carry your size. According to Gracenote’s 2025 State of Play report, nearly half of global streaming viewers say there are too many services—and 49% are willing to cancel if they can’t find something to watch. The streaming boom’s paradox is clear: too much choice kills enjoyment.
The Numbers Behind Viewer Fatigue
Gracenote’s global survey of 3,000 consumers across six countries paints a consistent picture of frustration.
- 46% say there are too many services to navigate.
- 45% find the experience overwhelming.
- Viewers spend an average of 14 minutes searching for something to watch, up from 10.5 minutes in 2023.
- In France, that number spikes to 26 minutes, the length of an episode of Emily in Paris.
- 29% of 18–24-year-olds often abandon their search entirely.
- And 52% of that same group say they’d cancel a subscription over poor discovery.
These are not UX nuisances. They’re existential threats to engagement and to the subscription economy that streaming was built on.
The Platform Layer Takes Control
Gracenote’s data underscores a deeper power shift: discovery is moving from the app to the operating system. The sheer fragmentation of streaming (more services, more catalogs, more content silos) has pushed viewers to seek one front door instead of twenty. Smart-TV and device platforms have stepped into that role, deciding what audiences see first, and who gets seen at all. Visibility has become leverage.
At the same time, personalization has become the backbone of streaming engagement. Algorithms now shape the viewing journey more than programming lineups ever did. But Gracenote’s survey reveals those algorithms are underdelivering: only 28% of viewers say they watch something based on a service recommendation, and more than a quarter don’t find menu recommendations useful.
That gap between technological promise and user frustration is where the battle for streaming loyalty is now being fought.
From Personalization to Aggregation
Gracenote’s most important insight isn’t just that viewers are frustrated; it’s why. The report notes that 66% of viewers want a single guide showing where to find content across all services. In other words, consumers are demanding aggregation, not just personalization.
The next competitive advantage will come from owning the interface, the connective tissue that unites fragmented catalogs, powers AI-driven discovery, and delivers accurate, neutral results. The services that build this layer of coherence will earn not just attention, but trust…and with it, time spent.
Gracenote hints at where this goes next. The use of large language models will power natural-language discovery, turning a query like “that cop comedy with the deadpan sergeant” into a functional search rather than a frustration. The metadata layer, long invisible, becomes the new user experience frontier.
The Streaming Wars Take
Discovery has become a retention strategy. In a fragmented landscape of services, FAST channels, and vMVPDs, viewers are voting with their remotes when the experience fails.
For streaming execs, the mandate’s clear:
- Treat discovery as core infrastructure, not UX polish.
- Invest in metadata integrity and LLM-ready feeds.
- Integrate with universal search platforms, but fight for visibility and neutrality.
In 2026, the winner won’t be the platform with the most shows. It’ll be the one that makes finding them effortless.
