The news: Off-site sources are influencing content choices for streaming subscribers, per a CTAM and Hub Entertainment Research survey.

• 68% of viewers make at least some of their viewing decision-making outside of dedicated TV apps before they start streaming, and 48% of Gen Alpha and Gen Z viewers between 13 and 24 find out about titles from trailers on social media.
• 59% of Gen Alpha and Gen Z viewers say that TV recommendations don’t feel designed for them.

What it means: Streaming services can’t rely on large content libraries and self-provided recommendations to retain subscribers and promote new titles.

Discovery is growing into a competitive battleground as younger viewers bypass in-app recommendations in favor of social media and other off-platform sources. This weakens streamers’ ability to surface their own content, drive engagement, and collect first-party behavioral signals.

Meanwhile, streamers are trying to establish and maintain authority over the user experience, including the ability to push them toward new or spotlighted titles. That has included AI-powered recommendations and feed options to hyperpersonalize the user experience, which could create opportunities for marketers through more relevant targeting, content sponsorships, and promotional placements tied to user intent.

Implications for marketers: As discovery fragments across the web, marketers need coordinated campaigns that reach consumers wherever viewing decisions are being made, not just where content is watched.

A split discovery journey has its pros and cons.

• Users may be exposed to a campaign multiple times over both social and streaming platforms during their viewing process, offering more opportunities for impressions.
• But multiple exposures can also lead to ad repetition, making it crucial for teams to offer varied creative with consistent messaging to improve user understanding and avoid ad fatigue.

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