An audience studies’ contribution to the discoverability and prominence debate: Seeking UK TV audiences’ ‘routes to content’

Despite discoverability and prominence emerging as crucial to contemporary industry and policy debates in relation to online and internet-distributed television, there remains relatively little rich, qualitative data about how contemporary audiences discover content. This article addresses this gap through empirical audience research focused on the ‘routes to content’ through which UK audiences find and decide what television to watch. Defining television broadly to include all forms of video content accessed in the home, we argue for the importance of thinking about discoverability as an audience activity, not just an industrial strategy. Building on TV audience studies’ longer history and more recent literature on engagement, media literacy, algorithms and technological affordances in contemporary media platforms, we argue for new understanding of the imaginaries shaping people’s habitual viewing activities. The article proposes four new concepts for thinking about discoverability as an audience activity. First, we explore technological affordances and default behaviour, developing the concept of the negotiated-null affordance to explain how technological affordances can be rendered invisible by habitual behaviours. Second, we focus on algorithmic literacies and propose a new dissonant algorithmic imaginary to explain our participants’ ambivalences towards algorithmic personalisation. Third, we unpack the dynamics of access that emerge in our participants’ negotiations of television technologies, services and content. Fourth, we examine the role of word of mouth and promotional paratexts, theorising a second-order algorithmic imaginary to help us understand how these forms of communication can often, themselves, be subject to algorithmic processes. In doing so, we argue for the need for further qualitative research that looks beyond the ‘savvy’ consumers that dominate audience research in order to unpack the technological, industrial, cultural and social processes that shape people’s routes to content in a platform-dominated media landscape.