Virgin Media reveals the UK’s distinct AI TV viewing personalities, from Liverpool’s “Peacekeepers” and Manchester’s “People-Pleasers” to Belfast’s “Mood Matchers”, as the broadband and TV provider launches its new content discovery feature, Smart Search.
Available to all customers with Virgin TV 360 or Stream boxes, Smart Search helps viewers search for programmes using everyday language, meaning they can discover new shows or find classic content they love by searching however they would naturally speak and think. Powered by AI and natural language technology, Smart Search understands conversational requests so whether looking for something to suit their mood or a film starring a favourite actor, viewers can discover content through a more intuitive experience.
Viewers simply need to activate voice search via their remote and speak their request and Smart Search will deliver relevant recommendations in seconds. The feature launches as new research highlights the UK’s growing annoyance with the endless scroll, with more than one in five (22%) feeling they regularly spend too long browsing before making a choice and a further 16% being repeatedly shown the same recommendations, leaving many stuck in a cycle of rewatching familiar favourites rather than discovering something new.
As viewers look for smarter ways to navigate the growing volume of content available, almost half (47%) believe an AI-powered TV assistant could recommend a better programme than they would choose themselves, while more than a third (35%) would value its ability to uncover new content.
Louise Fussell, TV & Entertainment Product Director for Virgin Media, said: “With nearly 60% of viewers wanting a helping hand in finding what to watch, we’ve launched Smart Search on Virgin TV to make content discovery quicker, simpler and more intuitive than ever before. By understanding how viewers naturally talk, Smart Search helps to cut the endless scroll and surface relevant recommendations in seconds so viewers can spend less time searching and more time enjoying the entertainment they love.”
While the nation is open to embracing AI for TV recommendations, research commissioned by Virgin Media has uncovered that how people use it varies depending on where they live.
Liverpool: The Peacekeepers
Liverpool has emerged as the UK’s capital of compromisers, with viewers more likely than anywhere else to use AI to help settle household viewing debates. Seven in ten (70%) trust AI TV assistants to cut through the choice overload and help them find something to watch, while over a third (36%) say it helps reduce disagreements over what ends up on screen, earning the city the title of the nation’s “Peacekeepers”.
Manchester: The People-Pleasers
Manchester viewers are the nation’s biggest people-pleasers when it comes to deciding what to watch. Almost half (46%) say they would use AI TV assistants to help discover programmes that everyone can agree on, the highest proportion of any UK city. Rather than fighting for control of the remote, Mancunians are embracing AI to make sure everyone on the sofa is entertained.
Belfast: The Mood Matchers
Belfast viewers are letting their mood lead the way when it comes to choosing what to watch. A third (33%) would use an AI TV assistant to find recommendations that match how they’re feeling, more than any other UK city. They’re also the most enthusiastic adopters of AI TV recommendations, with nearly a third (32%) using the technology every month.
Leeds: The Explorers
When it comes to discovering something new, Leeds is the frontrunner with nearly half (47%) of TV viewers open to using an AI TV assistant to help them uncover their next favourite show or film. Rather than sticking to familiar favourites, Leeds residents are embracing AI to find fresh recommendations and hidden gems.
Edinburgh: The Efficiency Seekers
For Edinburgh TV lovers, convenience is king. Over half (57%) would use an AI TV assistant to make finding something to watch easier, more than any other UK city. Instead of endlessly browsing for the perfect programme, they’re embracing smarter ways to discover content and spend more time watching TV than searching for it.
Brighton: The Referees
Brighton viewers are putting their trust in AI to help settle the age-old question of what to watch next with over half (52%) saying they value AI because it offers impartial recommendations. Instead of debating whose choice gets picked, they’re increasingly relying on AI to find a fair compromise for everyone watching.
Newcastle: The Solo Streamers
When it comes to TV time, Newcastle viewers are happiest doing their own thing. The city has emerged as the UK’s home of the “Solo Streamers”, with residents more likely than anywhere else in the country to watch telly alone rather than negotiate with others what to put on.
Cardiff: The Chatterboxes
The Welsh capital has emerged as the UK’s biggest AI “Chatterboxes”, with 61% saying conversational search makes it easier to discover content. Instead of scrolling through endless options, Cardiff residents are embracing a more natural way to search, simply telling AI what they’re in the mood for and letting it find the perfect match.
Available now on Virgin TV 360 and Stream, Smart Search is transforming the way customers discover entertainment. Find out more here.
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