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FAST discovery has been the industry’s Achilles’ heel. With so many near-duplicate channels and syndicated loops, viewers face choice overload. Analysts at firms like Ampere Analysis and Parks Associates have repeatedly flagged discovery as a driver of churn and session abandonment. Roku’s on-guide search is a direct answer: narrowing to live, free results reduces the paradox of choice while reinforcing the value of The Roku Channel’s lineup.