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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