At a time when researchers are reporting increased complaints about the streaming video experience, a new survey by Accenture has found that three-in-five subscribers to multiple streaming services expressed frustration with their viewing experiences and that 44% of those surveyed were spending more than six minutes searching for something to watch.
In addition to the challenge of finding something to watch, TVTechnology reports consumers also think more than 60% of the content they are paying for is not relevant to them, the survey found. More than half (56%) say they wish their profile from one service could easily be shared with another service that may offer them better, more personalized content.
The problems have become so bad that a separate report from Deloitte recently predicted that 150 million streaming subscriptions will be canceled in 2022.
The “Streaming’s Next Act: Aggregators to play a starring role in making consumers happier” report from Accenture argues that the solution to the problem may be something that looks more like cable TV, with more programming and content aggregated into one place.
Through our research, consumers said that the video streaming experience has become somewhat unwieldy, unfriendly, and expensive for many them,” said Andrew Walker, global Communications and Media industry group leader at Accenture. “A big change to the streaming ecosystem is needed to give consumers greater control over their experience—the addition of a smart content aggregator, sitting across multiple platforms.”
Accenture’s research also indicates that while consumers care more about the content delivered by streaming services, they find the navigation experience with the growing number of services to be increasingly frustrating.
No comments:
Post a Comment