From Clutter to Concierge: How Streaming Can Master Discoverability

When is too much, too much? Apparently now in streaming.

We all know the staggering scale: thousands of episodes, movies, and series are right at our fingertips. But the problem isn’t the lack of content; it’s the paralysis of choice. Consumers are having a near-impossible time finding and deciding what’s the right “fit” for them. We’re wasting precious time just trying to relax.

The recent stats are alarming:

• The LG Ad Solutions 2024 The Big Shift study tells us consumers spent an average of 11 minutes and 38 seconds just deciding what to watch on their Smart TV. That’s up significantly from 5 minutes and 41 seconds in 2023

• A 2024 UserTesting survey by Talker Research found the average American spends 110 hours per year scrolling through streaming services, struggling to find something worth watching.

Our living rooms have become a superstore of content, and most viewers are just wandering aimlessly in an infinite number of aisles. It’s so overwhelming a lot of viewers simply tune out. That’s a disaster for business—especially the ad business, which relies on consistent engagement.

The Root Cause: Siloed Thinking

The viewer confusion stems from a fundamental breakdown inside media companies.

Now, I need to remind my readers: I am NOT an engineer. I’m a strategist whose job is to identify a problem and outline possible solutions without really understanding if they can be done technically. It’s a pretty sweet deal.

But I highlight this distinction because I think this role is missing in today’s media companies. There simply is no connective tissue between the User Experience teams, the Sales Teams, and Product or Engineering. They operate in silos, playing “follow the leader” in the marketplace, and this tired approach completely limits true innovation. We need strategists who can connect the dots.

Inspiration from the Retail Playbook

Navigating a ton of options is not new in our society. Brick and mortar retail has dealt with this since it increased inventory and square footage to make shopping more “convenient.” With the addition of online shopping, the choices have risen exponentially, leaving consumers paralyzed.

A few companies have seized on this dilemma and offered an elegant solution, and the media marketplace should look to them for inspiration. Let’s look at one of the best:

Stitch Fix, is an online retailer that provides personal shopping via a subscription service. I love this company, because they get me. I hate shopping and tend to buy the same kind of clothes over and over again (sound familiar?).

Their business model is built on deep personalization. They get to know me via an extensive onboarding “quiz” that goes far beyond size and measurement. It asks:

• What stage of life I am in (just graduated, second career, stay-at-home parent, etc.)

• What styles I am drawn to (classic, preppy, casual, bohemian)

• What to avoid (specific fabric, colors, patterns, or even brands)

This information allows a personal stylist to deliver five customized pieces on a set schedule. You try on the items, keep and pay for what you like, and send the rest back—no cost incurred. More importantly, your stylist even suggests how I might pair the new items with clothes previously purchased. Imagine that: maximizing the experience by tapping into the previous experience.

From Avatar to Streaming Concierge

Every streamer has you create a “profile,” but beyond my name and some cute avatar, they don’t really know me. Sure, they track what I’ve watched and create a simple “you might like this...” carousel. But why not take a page from Stitch Fix and create an onboarding quiz that builds a true profile?

Imagine asking:

• What kind of content do I crave? What shows do I want to avoid?

• What were my favorite childhood shows? What kind of books do I love to read?

• What stage of life am I in now?

Information like this helps them become my “streaming concierge,” always on the lookout to present viewing options that satisfy my entertainment needs and suggest content that will genuinely enhance or broaden my experience.

The Win-Win for Viewers and Advertisers

One might argue that the streaming company will use this data to sell more ads. To that, I say: Bring it!

I would LOVE to have ads served to me that I am actually interested in. If you really know my interests and desires, you have a better shot of connecting with me. In this age of varying media metrics, it’s all about relevance and engagement.

By knowing more about my viewing interests, a streamer could:

1. Optimize the User Interface: Much like my personal stylist at Stitch Fix, we can optimize the options by creating a section that completes a topic, mixing and matching shows and movies to create a more satisfying, thematic experience.

2. Deploy a Chatbot Concierge: What about actually creating a “streaming concierge” via an AI-driven chatbot that periodically pops up when you are stuck for something to watch? The progress we’ve made with AI makes this a very viable option—and one that would be desirable for both the viewer AND the advertiser.

Not only would these capabilities be sponsorable, but depending on the new, deeper profile, we could match a company and content in a much more relevant way and provide real value to the consumer.

The technology to deliver this personalized, boxed-up experience is already here, fueled by AI and the wealth of data streamers currently hold. The true missing link is strategic alignment. Media companies must break down their internal silos—connecting the UX, Product, and Sales teams—and appoint a “Concierge Strategist” whose sole job is to prioritize consumer clarity over content quantity. When streaming evolves from a confusing superstore to a dedicated personal shopper, viewers will stop wasting time scrolling, and advertisers will finally realize the true, undeniable value of Connected TV.