NEW RESEARCH FROM EE TV REVEALS THE GREAT BRITISH ‘DOOMBROWSING’ EPIDEMIC - WITH THE AVERAGE BRIT SPENDING OVER 28 HOURS A YEAR DECIDING WHAT TO WATCH ON TV

According to new research from EE TV, the average Brit spends a total of 28 hours a year searching for something to watch - more than a full day lost to endless ‘Doombrowsing’
Over half (54%) believe they spend longer browsing than actually watching, with two thirds (66%) admitting that they’ve previously nodded off before they've even chosen something
Nearly half (45%) will give up and rewatch the same old shows just to avoid the agony of deciding
Now EE TV is fighting back with all-new ‘Smart Search’ feature designed to end the Doombrowsing epidemic and get Brits watching faster

LONDON, 23 April 2026: New research from EE TV has laid bare the epidemic of Doombrowsing: as the average viewer now burns through a total of 28 hours a year browsing through their TV and movie options.

To put that into perspective, 28 hours is enough time to drive from Land's End to John o'Groats twice, sit through 14 full Premier League matches back-to-back, or walk over 100 miles across the UK. In effort to combat this, EE TV has launched the all-new Smart Search feature, designed to work the way that viewers actually think and help them find something to watch more efficiently than ever before.

EE TV's Smart Search represents the next evolution in content discovery, transforming the way people find what they want to watch. Instead of needing an exact title, viewers can simply describe what they're after: a mood, a plot, a theme, or even a half-remembered one-liner - whether that’s “a funny detective show” or “a film with the actor from The Inbetweeners”. Using AI to interpret natural language, Smart Search pulls together results from across live TV, on-demand and streaming apps in one place, so customers spend less time searching and more time watching.

Far from being a relaxing wind-down, picking what to watch has become a genuine source of stress in British homes. Over half (51%) say they feel overwhelmed by the sheer volume of choice, while over a third (38%) have thrown in the towel entirely and gone to bed without watching a thing. A further 38% say the nightly negotiation over what to watch is now a source of household tension, and 34% would rather just read a book instead.

Two thirds (66%) of Brits admit they’ve fallen asleep mid-browse without ever finding anything, and over half (54%) admit they often spend longer browsing than actually watching. Additionally, nearly half (45%) have stopped trying altogether, defaulting to a familiar favourite they've already seen, simply because it's easier than deciding.

It's a problem that's also driving people to their phones, with 70% of Brits turning to second screens to look up actors, quotes or plot details mid-browse before giving up on their search, with nearly half (45%) admitting that they often give up and going back to their trusty old TV show just to avoid the agony of deciding on something new to watch.

Luciano Oliveira, Director of Product, Home & TV, EE “With the sheer amount of great movies, boxsets, and sport now available, we hear the nation’s frustration with spending more time searching than actually watching. Smart Search and Mood Matcher on EE TV are the perfect antidote - together, they take the effort out of choosing so you can get straight to the entertainment you love, with the hardest part of your evening now being choosing the right snacks, not the show.”

In addition to Smart Search, EE TV has launched Mood Matcher, which tackles the bigger problem of not knowing what you want at all. Customers can simply answer a few quick questions about how they’re feeling, and Mood Matcher serves up tailored recommendations to help them land on something fast, and actually start watching.

Both the Smart Search and Mood Matcher features are available now via the EE TV app on compatible devices, with plans to roll out to EE TV Pro and EE TV Box Edge customers soon. For more information, please visit ee.co.uk/smartsearch

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The research was conducted by Censuswide, among a sample of 2,000 respondents in the UK. The data was collected in March 2026.

About EE
EE is one of UK’s largest subscription businesses, backed by the UK’s biggest and fastest mobile network, offering superfast connections in more places than any other operator. Built on the foundation of decades of mobile and broadband leadership, EE is on a mission to be the most personal and customer-focused technology brand in the UK by playing a more meaningful role in customers’ lives, with a suite of exciting products and services open to all UK consumers, available via a new ‘EE ID’ digital platform.

EE’s mobile network continues to receive extensive recognition including UK's best overall network by RootMetrics® every year since 2014, as well as being named Network of the Year at the 2022 Mobile Industry Awards.

EE is committed to offering first class service in the industry and has over 400 stores across the UK. EE remains the only mobile provider to answer 100% of customer calls in the UK and Ireland and was recognised as the UK’s Best Large Contact Centre by the UK Customer Experience Awards 2018 and Welsh Contact Centre Awards 2019.

EE was awarded The Sunday Times’ Best 100 Companies to Work for in 2018 and 2019, as well as being named Best Employer 2018 by the European Contact Centre & Customer Service awards. EE won Best Repair Service and Best Network Provider at the Mobile Industry Awards in September 2023 and was recognised as the provider that does more than any other to deliver a great service.

EE is part of BT Group's Consumer business unit which provides products and services to all of BT’s consumer customers in the UK.

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