Families in the United Kingdom are spending an average of 28 hours per year 'doombrowsing'—aimlessly scrolling through television and film options without making a selection, according to a new survey. Far from serving as a relaxing wind-down activity, choosing what to watch has become a genuine source of stress in British homes.
Overwhelmed by Choice
More than half of respondents (51%) reported feeling overwhelmed by the sheer volume of content available. Over a third (38%) have abandoned the search entirely and gone to bed without watching anything. A further 38% stated that nightly negotiations over viewing choices now cause household tension, while 34% would prefer to read a book instead.
The Toll of Endless Browsing
The research, commissioned by EE TV, highlights the extent of the problem. Two-thirds (66%) of Brits admitted to falling asleep mid-browse without ever finding a programme, and over half (54%) confessed to spending more time browsing than actually watching. Nearly half (45%) have stopped trying altogether, defaulting to a familiar favourite they have already seen simply because it is easier than deciding on something new.
This indecision is also driving viewers to their phones, with 70% turning to second screens to look up actors, quotes, or plot details before giving up on their search. Almost half (45%) admitted to returning to their trusted old TV show to avoid the agony of choosing something new.
EE TV's Solution: Smart Search and Mood Matcher
To combat this epidemic of 'doombrowsing', EE TV has launched Smart Search, a feature designed to work the way viewers think, helping them find content more efficiently. Additionally, Mood Matcher addresses the problem of not knowing what you want to watch at all.
Luciano Oliveira, director of product, Home & TV at EE, said: 'With the sheer amount of great movies, boxsets, and sport now available, we hear the nation’s frustration with spending more time searching than actually watching. Smart Search and Mood Matcher on EE TV are the perfect antidote—together, they take the effort out of choosing so you can get straight to the entertainment you love, with the hardest part of your evening now being choosing the right snacks, not the show.'
To put the 28 hours into perspective, that amount of time is enough to drive from Land's End to John o'Groats twice, sit through 14 full Premier League matches back-to-back, or walk over 100 miles across the UK.
