How Metadata Drives Streaming Success

Introduction

The streaming industry is booming, with thousands of new programs added to major platforms every year. Between October 2024 and January 2025 alone, leading subscription video-on-demand (SVOD) providers increased their catalogs by over 30,000 titles—a 5.3% growth that brought the total available content to nearly 582,000 shows and movies¹. While this abundance offers viewers endless choices, it also leads to frustration when they struggle to find something engaging to watch.

The Problem

Overwhelmed Viewers and Rising Churn Rates

Research highlights the extent of this issue. A TiVo study from mid-2024 revealed that only 15.5% of North American viewers know what they want to watch when starting a streaming session¹. This indecision contributes to dissatisfaction; Deloitte’s 2024 Digital Media Survey reported that over one-third of Americans feel their SVOD subscriptions aren’t worth the cost¹. Even more strikingly, nearly half of streaming subscribers canceled services in 2023 due to difficulties finding appealing content¹.

This isn’t because suitable content doesn’t exist—it’s often buried or poorly showcased. Platforms relying solely on basic metadata like genres fail to provide the nuanced recommendations viewers need. For example, while drama is the most common genre across SVOD catalogs (accounting for 24% of titles), this broad classification doesn’t help users differentiate between vastly different programs within the genre¹.

The Solution

Enriched Metadata Strategies

Metadata goes beyond simple genre tags; it includes detailed descriptors such as mood, imagery, production country, and release year. These enriched data points enable platforms to offer personalized recommendations and create contextual advertising opportunities. For instance, Gracenote has developed over 300 mood descriptors to refine how programs are categorized and presented¹.

Consider two top-rated dramas from Nielsen’s November 2024 streaming list—both with TV-MA ratings but vastly different tones and themes. By leveraging detailed metadata, platforms can highlight these distinctions for viewers seeking specific experiences¹.

Benefits for Advertisers

Enriched metadata doesn’t just benefit viewers—it also helps advertisers target audiences more effectively. Contextual advertising thrives when brands can align their messaging with the mood or themes of specific programs. For example, a lighthearted comedy-drama might be ideal for promoting family-friendly products, while a gritty historical drama could attract luxury or premium brands¹.

FAST Channels and Emerging Trends

Free ad-supported streaming TV (FAST) channels are also gaining traction by offering more diverse content portfolios. As these channels evolve from niche programming to broader appeal, metadata strategies become even more critical for connecting audiences with relevant shows and ads¹.

The Takeaway

In an era where streaming options are abundant but viewer satisfaction is declining, enriched metadata is key to solving discovery challenges. By investing in advanced metadata strategies, platforms can reduce churn rates, improve user experiences, and unlock new revenue streams through targeted advertising. As the competition intensifies in the streaming industry, those who prioritize metadata innovation will stand out in delivering value to both audiences and advertisers.