Why Content Discovery Often Fails Before Algorithms Even Start

Content discovery can make or break user engagement. Ironically, content discovery for OTT  services often fails due to fundamental issues long before any recommendation algorithm can even help. Viewers today face a glut of content, yet many struggle to actually find something they want to watch. According to a Deloitte study, 66% of viewers struggle to find something to watch on streaming services, and nearly half are frustrated if the service can’t provide good recommendations. This gap directly impacts satisfaction and churn, meaning a platform’s success hinges on getting discovery right from the start.

The High Stakes of a Broken Discovery Experience

Users notice when discovery falters. In a recent UserTesting survey, the average streaming subscriber spends 110 hours per year scrolling through streaming apps in search of content—nearly five full days of wasted time annually. It’s not just a minor annoyance; it’s a serious UX problem that drives frustration. In fact, 52% of viewers say a platform’s user interface is a major factor in their decision to subscribe. 

A clunky browsing experience can turn away customers before they even start watching. And frustrated viewers often seek workarounds: roughly one-third of U.S. adults resort to third-party “guide” apps or websites to find shows, bypassing the platform’s own discovery features altogether.

Why Discovery Fails Before Algorithms Can Help

Many streaming platform operators assume that a recommendation engine will eventually fix discovery issues. But before algorithms even kick in, several common pitfalls often undermine content discovery:

• Poor metadata. If your movies and shows aren’t properly tagged and described, they become invisible to both users and any algorithm. Inconsistent or missing metadata is a key reason why great content can fall through the cracks.
• Ineffective search & navigation. If users can’t easily search or browse your catalog, many will simply give up. Without a good search bar, useful filters, and clear menu categories from the outset, even a rich content library can feel overwhelming.
• The cold start problem. A newly launched platform won’t have data to personalize recommendations.  Generic, one-size-fits-all suggestions rarely hit the mark. If you don’t offer other ways to guide new users, say, curated “trending” collections or letting them pick favorite genres at sign-up, their first experience may feel aimless.

Fixing Discovery: Post-Launch and Roadmap Priorities

How can online video providers course-correct? The key is to treat discovery as a living, ongoing project from day one. Some strategies to consider:

• Data-driven UX tweaks. Track what viewers search for, where they drop off. Use this data to identify friction points (e.g., popular searches returning no results) and then adjust. Small design changes and A/B tests can eliminate pain points. 
• Metadata enrichment. Make improving metadata part of your operations. Ensure every title has rich descriptions, accurate genres, cast info, and relevant tags. If you notice users frequently searching for something that isn’t tagged in your system, update it. Better metadata directly boosts discoverability.
• Active content curation. Don’t let your content lineup go stale. Regularly refresh the home screen and featured sections to ensure the latest content is displayed. Highlight new releases, surface hidden gems in your library with themed collections. Treat the homepage like a dynamic storefront. This keeps the experience feeling fresh and gives subscribers more chances to stumble upon something that interests them.

Finally, be careful not to push critical discovery improvements too far down the product roadmap. If a user’s first few visits are frustrating because basic discovery tools are “coming soon” in a later update, you might lose them before you deploy those fixes. You often don’t get a second chance to make a good impression.

Conclusion

In the end, great content isn’t enough if your audience can’t easily find it. By addressing the fundamentals (metadata, search UX, and intuitive design) and committing to ongoing improvement, online video platforms can ensure that discovery works for them rather than against them.