Free from the confines of linear schedules, streaming TV audiences have reached a saturation point. While they remain enamored by their streaming experiences, the expanding web of services has become unwieldy and hard to navigate.
Not only is it taking viewers an increasing amount of time to find something to watch, many know what they want to watch and still can’t find it. This is particularly true for sports fans.
One-third of streaming viewers say that the amount of streaming options and content has a negative effect on their TV enjoyment
-2025 Gracenote streaming viewer survey
The untethered nature of video distribution is the new norm across the CTV landscape, and it’s taking its toll on audiences. Nearly 20% even report abandoning their TVs altogether when their searches come up empty.
Fragmentation isn’t going anywhere, but publishers have the opportunity to streamline content discovery journeys—even if it means helping viewers find something that another publisher distributes. While audiences understand that the landscape has many options, they would much rather open one door to get to what they’re looking for than have to open 10.
Personalized media experiences could drive greater in-car infotainment system use
Drivers want more from their media experiences than what their smartphones offer.
How brands can tap into the growth of live sports on FAST channels
The ongoing addition of live sports to FAST channels is a notable opportunity for brands because of their real-time appeal with sports fans.
Drivers are looking for more of what they love from their in-car infotainment systems; data can deliver it
Widespread connectivity notwithstanding, drivers remain enamored with AM/FM radio. On that front, automakers can give them more of what they love.