EE TV has launched new AI-powered discovery features after research found UK viewers spend an average of 28 hours a year searching for something to watch.
The BT-owned platform said its new Smart Search tool is designed to reduce “doombrowsing” by allowing users to search using natural language rather than exact programme titles.
Viewers can describe a mood, theme, plot or half-remembered detail, with results pulled from live TV, on-demand and streaming apps in one place.
EE TV has also launched Mood Matcher, which asks users a series of questions about how they feel and then recommends content based on their responses.
The research, conducted by Censuswide among 2,000 UK respondents, found that 54% of viewers believe they spend longer browsing than watching, while 66% said they had fallen asleep before choosing something.
It also found that 51% feel overwhelmed by the amount of choice, 38% have given up and gone to bed without watching anything, and 45% default to familiar shows to avoid deciding.
Luciano Oliveira, director of product, home and TV at EE, said Smart Search and Mood Matcher are intended to make content discovery faster and less frustrating.
Both features are available through the EE TV app on compatible devices, with rollout planned for EE TV Pro and EE TV Box Edge customers.
