• by Wayne Friedman , Staff Writer, January 2, 2018

When it comes to finding new TV programs, it seems like the only question one need ask these days is: Can you trust your friends to lead you in the right direction?

When it comes to finding TV shows, we are told that social media and intuitive video streaming platforms help a lot.

A recent July report from PwC (formerly PricewaterhouseCoopers) says 50% of consumers claim social media plays a major role in discovering new programming. But there is better data when it comes to digital video platforms -- nearly 80% of all consumers, and 90% of those under 30, say those services play a “huge role” in finding new video content.

Why? Shouldn’t advice/content from your friends and acquaintances be enough?

Nope. Not when Netflix continues to nudge us with: because you watched that, you might like this.

Confession time: I have never watched a TV show because of a friend’s recommendation from social media -- or via any conversation. What about the other way around? Years ago, well into its sixth season run, I suggested my brother watch a modern-day mob drama on HBO.

My brother loved the last two seasons of “The Sopranos” and even contributed a long radio review on his local public radio station.

Data will show there is much discussion about TV shows on social media. But one must assume a big chunk of this content is talking to the converted.

According to new estimates, scripted TV shows will rise to around 500 to complicate this situation, even as network executives fret about sustaining them financially.

Maybe the real hint comes from another data point in the head-scratching PwC research: 25% of TV viewers are driven to watch shows because of the “fear of missing out or being left out of the discussion.”  

Yes, it takes humility to admit to such "fear." We have our pride -- even as emotions and insecurity runs high. Looking back, I fear those TV shows that got away. I remain alone at the water cooler.