Survey finds word of mouth best way to discover content online


MUMBAI: All the world’s advanced technology has not been able to change this simple formula. With more video content to choose today than ever before, picking the best is a challenge. A survey from Parrot Analytics has found that word of mouth still reigns the lot when it comes to new show recommendations.

The easiest way to find new content today is through YouTube, Netflix and Amazon etc. But it seems that the audience is not satisfied with these automated algorithms predicting their tastes. All the 10 surveyed markets have one thing in common – the habit of consulting friends and family for recommendations.

Parrot Analytics conducted the survey in the US, the UK, Canada, Australia, France, Spain, Germany, Brazil, Mexico and Japan to get an insight of the ways by which people discover new content to watch. Total 10,000 respondents participated in the survey.

Among other ways for discovering offline content, TV guide or TV listings also play a major role in many countries. Besides this, television commercials or other sorts of advertisements help people to find new show across all the 10 markets. For online content, browsing articles or blogs help many people.

People from the US, the largest market of television industry, widely rely on word of mouth for discovering both online and offline content. Other big markets like UK, Canada, Australia also reflect the same habit. The community is a big player to make a show popular since in many markets social media and peer-to-peer network are key sources of finding new content other than word of mouth.

Germany is one with its peculiarity for the old. Germans mainly prefer television listings and guides for offline content and find online content via browsing articles, news. In other markets, Mexico and Japan highly depend on television commercials and a third of the people in Brazil take clues from TV listings or guides for offline shows and 32 per cent of people go for online platform recommendations.

The availability of content and demand for it is rising proportionally worldwide. Audiences want new ways of finding relevant content. Content discovering demands more organised algorithms and search engine optimisation to make audiences happy with recommendations and moreover to make the content hunting easier for everyone.

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