Hub Survey Finds About Two in Five Streamers Use AI Tools to Choose What to Watch

About two in five streamers now use AI programs such as ChatGPT and Google's AI Mode to decide what to watch, according to new research from Hub Entertainment Research. The firm, which tracks how people find and watch entertainment, found the habit is strongest among younger viewers.

Media Play News gives the overall figure as 41%. Viewers use the tools both for general recommendations and to locate specific shows and movies across platforms, The Desk reports.

Younger viewers lead

Use climbs among viewers aged 16 to 34. The Desk puts the share for that group at 57%, while Media Play News reports 54%. Either way, it is well above the overall average.

Among those who use AI for discovery, 57% say it works better than traditional search engines for finding programming. The tools appear to attract viewers who feel a platform's built-in search and discovery features fall short. Streamers are also turning up older TV shows through such recommendations.

Difficulty telling services apart

The survey also points to growing confusion over what each service offers. Media Play News reports that 47% of viewers struggle to work out which titles are exclusive to which streaming service, compared with 41% a year earlier.

Keeping up with new arrivals is another complaint. Some 56% of viewers wish it were easier to see when new movies reach streaming platforms, up from 49% last year.

Despite the rise of AI, traditional discovery methods remain the most influential in how viewers choose what to watch.