A new study from Ampere Analysis reveals a significant shift in how viewers choose their next show. Personalized picks from streaming giants like Netflix and Amazon are now more influential than recommendations from friends and family. This trend is especially pronounced among subscribers aged 25 to 34 and those with young children, who show a greater tendency to "trust the algorithm."
Sam Nursall, Senior Analyst at Ampere Analysis, explains: “Considering the huge volume of data used to make recommendations for streaming platforms like Netflix or Amazon, it makes sense that more people are choosing to watch these personalised picks. Viewers do, of course, still take recommendations from friends and family, but overall, they have become increasingly willing to rely on the streamers’ algorithms to select their next watch. “By the same token, we see that Gen Z audiences receive TV and film recommendations from social media, which is also algorithmic in nature. The fact that social media features so highly as a source of recommendations for younger consumers shows the significance of social platforms as part of the streaming marketing mix.”
The research, conducted across over 30 countries including major European markets, uncovered key findings: 26% of global internet users now rely on streaming algorithms for their viewing decisions. In contrast, 23% still rely on word-of-mouth. The US shows higher algorithm adoption (27%) than Western Europe (24%), with the UK leading at 30%. However, France and Italy lag, with only 19% using algorithmic recommendations, preferring word-of-mouth (25% in France) and positive reviews (23% in Italy).