A recent survey by UserTesting reveals a surprising and frustrating reality for American streaming service subscribers: the average user spends 110 hours annually—nearly five full days—just deciding what to watch. These findings show a modern dilemma in the streaming era, where vast content libraries have transformed entertainment into a decision-making marathon.
The study highlights that content overload is a key source of frustration for many viewers. One in five respondents (20%) said finding something to watch is more challenging now than a decade ago. The abundance of options, including expansive content libraries (41%) and a constant influx of original programming (26%), overwhelms many users.
Even advanced recommendation algorithms designed to streamline the process often exacerbate the problem by presenting an unmanageable number of suggestions.
“Despite advanced recommendation algorithms, viewers are stuck in a paradox of choice, losing precious time to endless scrolling. The streaming landscape has shifted from solving content access challenges to creating content discovery dilemmas,” said Bobby Meixner, senior director of industry solutions at UserTesting.
In addition, while 75% of respondents appreciate the role of recommendation algorithms, over half (51%) feel overwhelmed by the sheer volume of suggestions, expressing a desire to watch everything recommended. As many as 48% of subscribers have abandoned traditional cable in favour of streaming services, citing variety (43%), exclusive shows (34%), and mobile convenience (29%) as key motivators.
However, frustrations remain high, as over half (51%) of subscribers are dissatisfied with current pricing options and prefer more affordable services, even if they include ads, with an ideal monthly cost capped at $46. Hidden fees and unexpected content removals also irk users; 79% of respondents dislike additional charges for specific shows, and 69% report frustration when their favourite content disappears without notice.
The survey clearly shows what viewers want from streaming services. Subscribers prioritise platforms that include premium channels at no extra cost (40%) and offer easy-to-navigate interfaces (39%). Transparency and cost control also matter greatly, with 19% of users relying on free trials and 44% switching between platforms to access specific shows.