Consumer reaction

So how are people reacting to this glut of content across long, mid and short-form?

Well, Enders probably put it best when they noted the ‘narrowing and splitting of consumption.’ essentially, viewers are tuning into the same top 100 shows (all be it watching at different times) supplemented by diving into hyper-relevant niche content, primarily served on mobile screens.

From a long-form perspective, as a consequence of the era of ‘Peak TV’, the sheer volume of available content has become overwhelming. While the overall number of scripted and unscripted originals has tapered off since Peak TV’s height in 2022, a Nielsen survey found that most consumers are not negatively impacted by this abundance. In fact, only one in 20 respondents reported negative feelings about their streaming experience. Instead, people have adopted strategies to cope with the content overload:

Word of Mouth: Our EssenceMediacom survey revealed that recommendations from friends and family remain the most important factor in selecting long-form content.

Algorithmic suggestions: The same survey showed that 71% of respondents were ‘very likely’ or ‘likely’ to watch content recommended by streaming platforms’ algorithms.

Interestingly, search data backs this up. The term “where to watch” has now overtaken “what to watch”, suggesting that viewers are seeking out specific shows first and then locating the platforms that host them. This behavior reflects a growing confirmation bias, where people look for validation post-recommendation, contributing to the well-documented “paralysis of choice.“

This paralysis might also explain the resurgence of classic series like Friends, Gilmore Girls, Modern Family, and Suits. The latter, despite concluding in 2019, became the biggest hit of 2023, breaking records on Netflix. In times of overwhelming choice, familiar content often becomes a safe, comforting alternative.

In tandem, there’s a significant “splitting” of content consumption, particularly in the shift away from professional longform video towards short-form content. This change is especially evident among younger audiences. According to Enders’ analysis, viewers aged 16-34 are increasingly engaging with solitary, short-form content, driven by the influence of social media and algorithmic recommendations.

Despite the dominance of algorithms, some users - particularly Gen Z - are developing strategies to regain control of their viewing habits. Kathryn Maytham, Global Account Director at EssenceMediacom for NBC Universal, has observed that younger demographics, especially Gen Z, interact with algorithms more strategically than Millennials. “Instead of resisting, they actively shape their feeds, especially on platforms like TikTok. They treat the algorithm almost like a friend to game strategically, trying to create a personalised echo chamber. This awareness of algorithms is intrinsic to their digital experience”, she says.

This ability to “train” or “game” the algorithm reflects a growing agency over what is recommended, allowing users to craft a more personalised viewing experience in an age where content choices often feel overwhelming.