Why Broadcast Still Wins With Viewers

So why, with infinite choice, control and personalization, do audiences still flock to broadcast television? Still watch TV in a linear progression? Still spend 40% of their time on a handful of networks?

What broadcast networks do particularly well is build nights of television with audience flow. This is why, despite the appearance of a few bright spots in cable television, viewers are not congregating and staying with cable content throughout a night in the same way they do with broadcast. There is content there, but collectively, it’s not much of a draw. It takes more than a handful of original shows to create a destination for viewers. It’s the paradox of choice. Despite the belief that more choice breeds greater freedom, psychologist Barry Schwartz argues that infinite choice is paralyzing and actually makes us unhappy. Broadcast television is a known entity with original, high-quality content every night of the week. New characters are surrounded by, familiar ones, and we settle in for the night. We know what to expect, and anticipate some entertaining surprises. And that makes us happy.