{"id":46425,"date":"2025-11-18T09:36:51","date_gmt":"2025-11-18T14:36:51","guid":{"rendered":"https:\/\/digitalcontentnext.org\/?p=46425"},"modified":"2025-11-18T13:49:24","modified_gmt":"2025-11-18T18:49:24","slug":"smarter-discovery-is-the-next-big-streaming-opportunity","status":"publish","type":"post","link":"https:\/\/digitalcontentnext.org\/blog\/2025\/11\/18\/smarter-discovery-is-the-next-big-streaming-opportunity\/","title":{"rendered":"Smarter discovery is the next big streaming opportunity\u00a0"},"content":{"rendered":"<div class=\"shariff shariff-align-flex-start shariff-widget-align-flex-start\"><ul class=\"shariff-buttons theme-round orientation-horizontal buttonsize-medium\"><li class=\"shariff-button twitter shariff-nocustomcolor\" style=\"background-color:#595959\"><a href=\"https:\/\/twitter.com\/share?url=https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2025%2F11%2F18%2Fsmarter-discovery-is-the-next-big-streaming-opportunity%2F&text=Smarter%20discovery%20is%20the%20next%20big%20streaming%20opportunity%C2%A0&via=DCNorg\" title=\"Share on X\" aria-label=\"Share on X\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#000; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"32px\" height=\"20px\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\"><path fill=\"#000\" d=\"M14.258 10.152L23.176 0h-2.113l-7.747 8.813L7.133 0H0l9.352 13.328L0 23.973h2.113l8.176-9.309 6.531 9.309h7.133zm-2.895 3.293l-.949-1.328L2.875 1.56h3.246l6.086 8.523.945 1.328 7.91 11.078h-3.246zm0 0\"\/><\/svg><\/span><\/a><\/li><li class=\"shariff-button linkedin shariff-nocustomcolor\" style=\"background-color:#1488bf\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2025%2F11%2F18%2Fsmarter-discovery-is-the-next-big-streaming-opportunity%2F\" title=\"Share on LinkedIn\" aria-label=\"Share on LinkedIn\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#0077b5; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"32px\" height=\"20px\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 27 32\"><path fill=\"#0077b5\" d=\"M6.2 11.2v17.7h-5.9v-17.7h5.9zM6.6 5.7q0 1.3-0.9 2.2t-2.4 0.9h0q-1.5 0-2.4-0.9t-0.9-2.2 0.9-2.2 2.4-0.9 2.4 0.9 0.9 2.2zM27.4 18.7v10.1h-5.9v-9.5q0-1.9-0.7-2.9t-2.3-1.1q-1.1 0-1.9 0.6t-1.2 1.5q-0.2 0.5-0.2 1.4v9.9h-5.9q0-7.1 0-11.6t0-5.3l0-0.9h5.9v2.6h0q0.4-0.6 0.7-1t1-0.9 1.6-0.8 2-0.3q3 0 4.9 2t1.9 6z\"\/><\/svg><\/span><\/a><\/li><li class=\"shariff-button mastodon shariff-nocustomcolor\" style=\"background-color:#563ACC\"><a href=\"https:\/\/s2f.kytta.dev\/?text=Smarter%20discovery%20is%20the%20next%20big%20streaming%20opportunity%C2%A0 https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2025%2F11%2F18%2Fsmarter-discovery-is-the-next-big-streaming-opportunity%2F\" title=\"Share on Mastodon\" aria-label=\"Share on Mastodon\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#6364FF; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"75\" height=\"79\" viewBox=\"0 0 75 79\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M37.813-.025C32.462-.058 27.114.13 21.79.598c-8.544.621-17.214 5.58-20.203 13.931C-1.12 23.318.408 32.622.465 41.65c.375 7.316.943 14.78 3.392 21.73 4.365 9.465 14.781 14.537 24.782 15.385 7.64.698 15.761-.213 22.517-4.026a54.1 54.1 0 0 0 .01-6.232c-6.855 1.316-14.101 2.609-21.049 1.074-3.883-.88-6.876-4.237-7.25-8.215-1.53-3.988 3.78-.43 5.584-.883 9.048 1.224 18.282.776 27.303-.462 7.044-.837 14.26-4.788 16.65-11.833 2.263-6.135 1.215-12.79 1.698-19.177.06-3.84.09-7.692-.262-11.52C72.596 7.844 63.223.981 53.834.684a219.453 219.453 0 0 0-16.022-.71zm11.294 12.882c5.5-.067 10.801 4.143 11.67 9.653.338 1.48.471 3 .471 4.515v21.088h-8.357c-.07-7.588.153-15.182-.131-22.765-.587-4.368-7.04-5.747-9.672-2.397-2.422 3.04-1.47 7.155-1.67 10.735v6.392h-8.307c-.146-4.996.359-10.045-.404-15.002-1.108-4.218-7.809-5.565-10.094-1.666-1.685 3.046-.712 6.634-.976 9.936v14.767h-8.354c.109-8.165-.238-16.344.215-24.5.674-5.346 5.095-10.389 10.676-10.627 4.902-.739 10.103 2.038 12.053 6.631.375 1.435 1.76 1.932 1.994.084 1.844-3.704 5.501-6.739 9.785-6.771.367-.044.735-.068 1.101-.073z\"\/><defs><linearGradient id=\"paint0_linear_549_34\" x1=\"37.0692\" y1=\"0\" x2=\"37.0692\" y2=\"79\" gradientUnits=\"userSpaceOnUse\"><stop stop-color=\"#6364FF\"\/><stop offset=\"1\" stop-color=\"#563ACC\"\/><\/linearGradient><\/defs><\/svg><\/span><\/a><\/li><\/ul><\/div>\n<p>The success of streaming is creating both abundance and friction. Viewers have more to watch than ever before. Yet finding something they want often takes too long. As audiences face growing fragmentation, there\u2019s a clear opportunity to make content discovery intuitive and rewarding again.&nbsp;<\/p>\n\n\n\n<p>According to <a href=\"https:\/\/gracenote.com\/insights\/2025-state-of-play\/\" target=\"_blank\" rel=\"noreferrer noopener\"><em>Gracenote\u2019s 2025 State of Play<\/em> report<\/a>, audiences still love streaming, but the thrill of seemingly infinite choices has become an endless maze. The challenge isn\u2019t that viewers don\u2019t want to watch; it\u2019s that they can\u2019t easily find what they want. Streaming is maturing, and the next phase of growth depends on improving how people discover and engage with content.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-the-paradox-of-streaming-abundance-nbsp-nbsp\">The paradox of streaming abundance&nbsp;&nbsp;<\/h2>\n\n\n\n<p>The data shows a streaming market still expanding. The number of free ad-supported streaming (FAST) channels continues to climb, and global streaming services keep expanding their catalogs. As the supply of entertainment keeps rising, viewers bounce among apps and subscriptions in search of something to watch.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"alignright size-large is-resized\"><a href=\"https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/11\/content-growth.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"717\" src=\"https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/11\/content-growth-1024x717.jpg\" alt=\"-chart showing the rate of content growth for SVOD and fast and how it impacts streaming search, navigation and discovery-\" class=\"wp-image-46426\" style=\"width:437px;height:auto\" srcset=\"https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/11\/content-growth-1024x717.jpg 1024w, https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/11\/content-growth-300x210.jpg 300w, https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/11\/content-growth-768x537.jpg 768w, https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/11\/content-growth.jpg 1296w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n<\/div>\n\n\n<p>Nearly half of all streaming viewers say it\u2019s getting harder to find what they want. They spend an average of 14 minutes searching before pressing play, with younger audiences spending even more time. Nearly 50% state they would consider canceling a service because they can\u2019t find something to watch.&nbsp;<\/p>\n\n\n\n<p>The challenge is especially evident in live sports. To watch every NFL game, fans need access to several different services. That complexity turns loyal fans into frustrated detectives. Streaming freed audiences from linear schedules, but freedom without guidance risks undermining engagement.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Audiences aren\u2019t turning away from streaming; they are asking for better experiences. Many viewers want a service that tells them where to find a specific program, even if it\u2019s on another platform. Others want recommendations shaped by their own preferences such as release year, mood, or country of origin. And 84% say layout, images, and program descriptions define the value of a service&nbsp;<\/p>\n\n\n\n<p>Streaming is no longer just about access to endless content. It\u2019s about how people feel when they engage with a service. The viewer experience has become the product, and personalization now sits at the center of every strategy.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-ai-and-the-future-of-streaming-discovery\">AI and the future of streaming discovery<\/h2>\n\n\n\n<p>Gracenote\u2019s report identifies a powerful accelerant. Generative AI and large language models (LLMs) can transform how audiences search, browse, and decide what to watch.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Traditional search depends on keywords. Type \u201cSeattle TV shows\u201d and you get a static list. LLM-driven discovery understands nuance: \u201cWhat\u2019s a good comfort show set in Seattle?\u201d or \u201cWhere can I watch the Dodgers game tonight?\u201d&nbsp;<\/p>\n\n\n\n<p>AI models trained on harmonized entertainment data can connect viewers with accurate, real-time results. They can unify metadata across multiple catalogs and rank results by popularity, critical acclaim, or mood.&nbsp;<\/p>\n\n\n\n<p>For media content companies, these capabilities mean stronger engagement. Better discovery leads to less searching, fewer abandoned sessions, and lower churn. AI-enhanced interfaces can reintroduce a sense of curation, the element many viewers miss from traditional TV, while still offering the flexibility of streaming.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-common-standards-for-streaming-navigation\">Common standards for streaming navigation<\/h2>\n\n\n\n<p>The real opportunity isn\u2019t to compete for every minute of attention, but to help audiences navigate abundance. Unified discovery doesn\u2019t require every service to merge libraries; it requires smarter metadata, richer taxonomies, and collaboration on common standards.&nbsp;<\/p>\n\n\n\n<p>Companies that take this approach can turn fragmentation into differentiation. They can become a trusted guide, not just another destination. By understanding how mood, time of day, or current events influence viewing decisions, they can deliver more relevant recommendations and seamless journeys. Currently, when looking for something to watch, only 28% of streaming viewers report choosing content based on a service recommendation (30% in the U.S.).&nbsp;<\/p>\n\n\n\n<p>Viewers don\u2019t resent moving between services; they resent confusion. Helping them find something to watch, even if it\u2019s hosted elsewhere, builds loyalty through transparency. This is about expanding the value exchange between viewers and brands. Companies that empower discovery, even beyond their own platforms, strengthen trust and remind audiences that the success of streaming depends on serving people first.&nbsp;<\/p>\n\n\n<div class=\"wp-block-image\">\n<figure class=\"aligncenter size-large is-resized\"><a href=\"https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/11\/recommendation-dissatisfaction.jpg\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"692\" src=\"https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/11\/recommendation-dissatisfaction-1024x692.jpg\" alt=\"-chart showing consumer dissatisfaction with streaming recommendations, in part because of poor search, navigation and discovery-\" class=\"wp-image-46427\" style=\"width:702px;height:auto\" srcset=\"https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/11\/recommendation-dissatisfaction-1024x692.jpg 1024w, https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/11\/recommendation-dissatisfaction-300x203.jpg 300w, https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/11\/recommendation-dissatisfaction-768x519.jpg 768w, https:\/\/digitalcontentnext.org\/wp-content\/uploads\/2025\/11\/recommendation-dissatisfaction.jpg 1291w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><\/a><\/figure>\n<\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"h-search-for-streaming-success\">Search for streaming success\u00a0\u00a0<\/h2>\n\n\n\n<p>For media executives, Gracenote\u2019s data affirms what many already sense. Engagement isn\u2019t just about how much people watch; it\u2019s about how confidently they navigate the streaming environment. When viewers spend 14 minutes searching, that\u2019s 14 minutes of potential disengagement. When they give up entirely, that\u2019s a lost connection and possibly a lost subscriber.&nbsp;<\/p>\n\n\n\n<p>Fragmentation won\u2019t reverse itself. If anything, it will deepen as new services, FAST channels, and specialized platforms emerge. The solution isn\u2019t to rebuild the old cable bundle. It\u2019s to create bridges of intelligent, data-driven, audience-centered pathways that make the ecosystem easier to explore. AI can help.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Success comes down to intention: seeing curation not as nostalgia, but as streaming\u2019s natural next chapter. Engagement thrives when innovation is paired with clarity and when abundance feels accessible rather than overwhelming. Elevating content discovery will define the future, not by expanding catalogs, but by guiding viewers through them. This is a moment to transform data into discovery, and discovery into delight.&nbsp;<\/p>\n\n\n\n<pre class=\"wp-block-preformatted\">Opening image source: <a href=\"https:\/\/netflixtechblog.com\/?source=post_page---publication_nav-2615bd06b42e-1a0bd8e02d39---------------------------------------\">Netflix TechBlog<\/a> <\/pre>\n<div class=\"shariff shariff-align-flex-start shariff-widget-align-flex-start\"><ul class=\"shariff-buttons theme-round orientation-horizontal buttonsize-medium\"><li class=\"shariff-button twitter shariff-nocustomcolor\" style=\"background-color:#595959\"><a href=\"https:\/\/twitter.com\/share?url=https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2025%2F11%2F18%2Fsmarter-discovery-is-the-next-big-streaming-opportunity%2F&text=Smarter%20discovery%20is%20the%20next%20big%20streaming%20opportunity%C2%A0&via=DCNorg\" title=\"Share on X\" aria-label=\"Share on X\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#000; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"32px\" height=\"20px\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 24 24\"><path fill=\"#000\" d=\"M14.258 10.152L23.176 0h-2.113l-7.747 8.813L7.133 0H0l9.352 13.328L0 23.973h2.113l8.176-9.309 6.531 9.309h7.133zm-2.895 3.293l-.949-1.328L2.875 1.56h3.246l6.086 8.523.945 1.328 7.91 11.078h-3.246zm0 0\"\/><\/svg><\/span><\/a><\/li><li class=\"shariff-button linkedin shariff-nocustomcolor\" style=\"background-color:#1488bf\"><a href=\"https:\/\/www.linkedin.com\/sharing\/share-offsite\/?url=https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2025%2F11%2F18%2Fsmarter-discovery-is-the-next-big-streaming-opportunity%2F\" title=\"Share on LinkedIn\" aria-label=\"Share on LinkedIn\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#0077b5; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"32px\" height=\"20px\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" viewBox=\"0 0 27 32\"><path fill=\"#0077b5\" d=\"M6.2 11.2v17.7h-5.9v-17.7h5.9zM6.6 5.7q0 1.3-0.9 2.2t-2.4 0.9h0q-1.5 0-2.4-0.9t-0.9-2.2 0.9-2.2 2.4-0.9 2.4 0.9 0.9 2.2zM27.4 18.7v10.1h-5.9v-9.5q0-1.9-0.7-2.9t-2.3-1.1q-1.1 0-1.9 0.6t-1.2 1.5q-0.2 0.5-0.2 1.4v9.9h-5.9q0-7.1 0-11.6t0-5.3l0-0.9h5.9v2.6h0q0.4-0.6 0.7-1t1-0.9 1.6-0.8 2-0.3q3 0 4.9 2t1.9 6z\"\/><\/svg><\/span><\/a><\/li><li class=\"shariff-button mastodon shariff-nocustomcolor\" style=\"background-color:#563ACC\"><a href=\"https:\/\/s2f.kytta.dev\/?text=Smarter%20discovery%20is%20the%20next%20big%20streaming%20opportunity%C2%A0 https%3A%2F%2Fdigitalcontentnext.org%2Fblog%2F2025%2F11%2F18%2Fsmarter-discovery-is-the-next-big-streaming-opportunity%2F\" title=\"Share on Mastodon\" aria-label=\"Share on Mastodon\" role=\"button\" rel=\"noopener nofollow\" class=\"shariff-link\" style=\"; background-color:#6364FF; color:#fff\" target=\"_blank\"><span class=\"shariff-icon\" style=\"\"><svg width=\"75\" height=\"79\" viewBox=\"0 0 75 79\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\"><path d=\"M37.813-.025C32.462-.058 27.114.13 21.79.598c-8.544.621-17.214 5.58-20.203 13.931C-1.12 23.318.408 32.622.465 41.65c.375 7.316.943 14.78 3.392 21.73 4.365 9.465 14.781 14.537 24.782 15.385 7.64.698 15.761-.213 22.517-4.026a54.1 54.1 0 0 0 .01-6.232c-6.855 1.316-14.101 2.609-21.049 1.074-3.883-.88-6.876-4.237-7.25-8.215-1.53-3.988 3.78-.43 5.584-.883 9.048 1.224 18.282.776 27.303-.462 7.044-.837 14.26-4.788 16.65-11.833 2.263-6.135 1.215-12.79 1.698-19.177.06-3.84.09-7.692-.262-11.52C72.596 7.844 63.223.981 53.834.684a219.453 219.453 0 0 0-16.022-.71zm11.294 12.882c5.5-.067 10.801 4.143 11.67 9.653.338 1.48.471 3 .471 4.515v21.088h-8.357c-.07-7.588.153-15.182-.131-22.765-.587-4.368-7.04-5.747-9.672-2.397-2.422 3.04-1.47 7.155-1.67 10.735v6.392h-8.307c-.146-4.996.359-10.045-.404-15.002-1.108-4.218-7.809-5.565-10.094-1.666-1.685 3.046-.712 6.634-.976 9.936v14.767h-8.354c.109-8.165-.238-16.344.215-24.5.674-5.346 5.095-10.389 10.676-10.627 4.902-.739 10.103 2.038 12.053 6.631.375 1.435 1.76 1.932 1.994.084 1.844-3.704 5.501-6.739 9.785-6.771.367-.044.735-.068 1.101-.073z\"\/><defs><linearGradient id=\"paint0_linear_549_34\" x1=\"37.0692\" y1=\"0\" x2=\"37.0692\" y2=\"79\" gradientUnits=\"userSpaceOnUse\"><stop stop-color=\"#6364FF\"\/><stop offset=\"1\" stop-color=\"#563ACC\"\/><\/linearGradient><\/defs><\/svg><\/span><\/a><\/li><\/ul><\/div>","protected":false},"excerpt":{"rendered":"<p>The success of streaming is creating both abundance and friction. Viewers have more to watch than ever before. Yet finding something they want often takes too long. As audiences face&#8230;<\/p>\n","protected":false},"author":1966,"featured_media":46429,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":"","_links_to":"","_links_to_target":""},"categories":[91,19,4845],"tags":[2081,1834,2746],"coauthors":[2079],"class_list":["post-46425","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-research","category-research","category-video","tag-content-discovery","tag-search","tag-streaming-video"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.3 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Smarter discovery is the next big streaming opportunity\u00a0 - Digital Content Next<\/title>\n<meta name=\"description\" content=\"Reducing search time through improved recommendations, intuitive design, and cross-platform guidance strengthens streaming satisfaction.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/digitalcontentnext.org\/blog\/2025\/11\/18\/smarter-discovery-is-the-next-big-streaming-opportunity\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Smarter discovery is the next big streaming opportunity\u00a0\" \/>\n<meta property=\"og:description\" content=\"The success of streaming is creating both abundance and friction. 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