july august lite | Page 9

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Content disco-tech

AI is presented as transformative technology for content choice in a world where an overwhelming offer can cause paralysis. But how does a technology at whose core is reinforcement learning engage in the content recommendation? Is there evidence that viewers are finding new content options not informed by their pre-existing choices? Colin Mann seeks some answers from recent research on the matter.

When UK multiplay operator EE launched Smart Search on EE TV, an AI-powered content discovery feature designed to help viewers quickly find what they want to watch whilst avoiding endless scrolling across apps and channels, earlier in 2026, it suggested the facility helped users look for content by understanding how viewers naturally think about what they want to watch. Instead of needing to know the exact title of a show or film, viewers can describe what they’ re looking for by mood, theme, plot element or even a favourite one-liner. Smart Search then pulls together results from across live TV, ondemand libraries and streaming apps on EE TV, presenting everything in one place.

According to EE, using AI to interpret natural language queries, Smart Search allows viewers to search in the way they naturally think, whether that’ s“ a funny detective show”,“ a film with the actor from The Inbetweeners”, or even a quote they remember from a particular scene. By bringing together results from across EE TV’ s integrated apps and channels, the feature removes the need to open multiple services or remember which platform hosts a particular title.
EE is additionally launching Mood Matcher, an AI-powered feature that asks users to answer questions about their mood, genres and themes, which then serves up a selection of titles.
The launch came as new EE consumer research highlights how difficult choosing something to watch has become. According to the research, 41 % of TV viewers want to discover new content but don’ t know where to start. Meanwhile nearly half( 45 %) say they regularly rewatch the same shows simply because choosing something new feels like too much effort, and over a third( 38 %) say deciding what to watch is the leading cause of tension in their household. Additionally, 42 % of British viewers claim that they rely on their phones for content discovery, highlighting a fragmented viewing journey across multiple devices, with a further 61 % of Brits claiming that they want a unified view of live and on-demand content.
Luciano Oliveira, Director of Product, Home & TV, EE, commented:“ Choosing what to watch shouldn’ t be hard, but for millions of households, it genuinely is. We’ ve all lost half an hour to scrolling, or given up and rewatched something familiar just to end the debate. Smart Search and Mood Matcher are our answer to that: describe what you’ re in the mood for, answer a few quick questions, and EE TV does the rest. Welcome to spending less time deciding, and more time relaxing and enjoying the TV you love”.
Paolo Pescatore, analyst at PP Foresight, added:“ Too much choice without smart discovery turns entertainment into frustration. With so much choice across so many apps and services, people do not want to waste time endlessly scrolling just to find something worth watching. The quicker viewers can discover the right show, the better the experience feels. In a market where audiences are spoilt for choice, making discovery faster and easier is becoming just as important as the content itself. In a world of endless choice, fast discovery is the real killer feature.”

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Research: Viewers struggling with content discovery
Over the past year, major streamers have turned to successful bundling strategies to boost retention and simplify viewer access to a wider range of content. With more services than ever competing for screen time, the question remains: how do audiences navigate what to watch next?
Hub Entertainment Research’ s annual Conquering Content study finds that, while viewers love choices, the fragmented landscape continues to challenge viewers and there’ s still work to be done to help them find new, relevant programmes to keep them satisfied. Key findings include:
• Viewers still seek out new shows
· 60 % of‘ new favourite shows’ that viewers discovered this past year are older shows that already have multiple seasons, giving viewers a deep well of episodes to watch.
· For younger viewers 16-34, they are even more likely( 65 %) to be watching a favourite show that first came out well before 2025, a testament to the abundance of great older programmes out there.
• Finding new shows is still hard, and streamer recommendations fall short.
· Editorial and algorithmic recommendations coming from streamers are far less effective at helping
viewers find new favourites compared to personal recommendations, trailers, clips and traditional ads or promos.
· In fact, less than half( 46 %) of viewers say streamer recommendations deliver shows they like, while the other half( 54 %) say streamer recommendations are simply promoting new shows, regardless of their viewing preferences.
• When viewers can’ t find something to watch, YouTube absorbs viewers.
· Nearly eight out of 10 YouTube users say they frequently or sometimes turn to YouTube when they can’ t find something else to watch – even higher( 90 %)
among younger viewers 16-34.“ With so many choices, matching viewers to programmes that fit their taste and mood continues to be one of the toughest tasks for TV providers,” said Jason Platt Zolov, study author and Senior Consultant at Hub.“ But viewers love having tons of options and lean into old favourites as a way to keep watching until a new hit breaks through. Streamers that deliver a balance of those old gems with well-timed exclusive new content will breed the strongest loyalties from viewers.”
These findings come from Hub’ s annual Conquering Content report, based on a survey conducted among 1,600 US consumers age 16-74. Interviews were completed in October 2025.
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