People place more trust in their friends to make movie and TV recommendations than they do in their partners or significant others, according to a study commissioned by Roku that is being released ahead of National Streaming Day (May 20).
Per the survey, conducted by Macro Inc. from April 24 to May 1 involving 1,068 U.S. adults, about 44% placed that trust in friends, versus 19% in partners and significant others.
The study, which focused on how consumers make streaming decisions, also found that 60% sought recommendations from people with a similar sense of humor, versus 31% of those with the same political and social views, 18% of the same gender, or 17% from those who live in the same town.
Commercials still hold significant influence, as 60% of those surveyed said commercials suggesting TV content helped to determine what they watch, followed by Facebook posts (43%), Twitter (20%) and Snapchat (13%).
Consumers are also more apt to share recommendations on TV shows (29%) and movies (25%) than they are for restaurants (16%) and travel (7%), the study found.
In celebration of Streaming Day, Roku said it is offering $10 discounts on several models (the Roku Streaming Stick, Roku Premiere, Roku Premiere+ and Roku Ultra, at retail stores and at Roku.com through midnight PT on May 20.
Roku is also unlocking some content during that span, including Twin Peaks season 1 on Showtime, select episodes of Riverdale from The CW, three documentaries from Smithsonian Earth, and select programs via Fox Now.