From Era of Plenty to Era of Overflow : What Shall I Watch?
What Shall I Watch?

<jats:p> This article focuses on how viewers decide what to watch in a context of almost infinite video content availability and a lasting expansion of the process of digitization. We investigate to what extent viewers apply an active search process toward video content. Therefore we applied a focus group methodology. Seven focus group sessions were conducted, totaling 47 participants. We found that this process is guided by a combination of contextual, content-related, and personal factors, which simultaneously free as well as restrict the viewer in his choice. Moreover it can be concluded that a gradual shift is taking place in who fulfills the gatekeeper’s role. </jats:p>