Andrew Rivera and his girlfriend were aimlessly scrolling through Hulu and Netflix on a recent Sunday night, overwhelmed by the variety of TV shows and movies they could watch. 

After several minutes of decision paralysis, they gave up and opened another app: Pluto TV, a free streaming service whose interface mimics cable TV’s. They flipped through a few channels and quickly settled on an already-started episode of the British version of “Antiques Roadshow,” and eventually watched multiple episodes in a row. 

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