To keep subscribers satisfied, service providers probably need to pay a lot better attention to content discovery technologies, according to recent research from both TiVo and Ericsson, as well as others.
“The media industry is facing a perfect storm with increased choice and access to content, at the cost of massive fragmentation and frustrated consumers,” Paul Stathacopoulos, VP of strategy and strategic research at TiVo, observes. “The coveted Millennial demographic is in the eye of this storm, consuming the most content across the most services and platforms. However, members of this generation have short attention spans, and they are the most likely to ‘show dump’ when access to content becomes challenging.”
A newly released report from Piksel underlines the fact that many consumers are frustrated when they have to spend too long looking for something to watch – even to the point of considering dropping their service no matter if that’s pay TV or an over-the-top (OTT) offering.
In a survey conducted by Censuswide and commissioned by Piksel, consumers report spending an average of 16 minutes searching for content, and when they don’t find anything, the majority will look elsewhere. According to the study, half would change the channel, 19 percent would change providers, and 38 percent would switch off entirely.
“Tying into discovery is the use of recommendations, something that viewers don’t think their service providers are very good at,” Piksel notes in a blog. “In fact, 41 percent of users surveyed think suggestions made by broadcasters and OTT providers are hit and miss, while only 16 percent say they are accurate.”
Interestingly, 23 percent of respondents say their choice of content provider is based on the quality of their search and discovery experiences.
“In an increasingly competitive market, broadcasters and content providers are being challenged to attract more viewers, get them engaged, and keep them entertained for longer,” Fabrice Hamaide, president at Piksel, comments. “The foundation for this, aside from having high quality content, is the customer experience. This means making sure viewers can find what they want to watch quickly and easily, and are able to watch it wherever they may be.”
This article first appeared in www.cedmagazine.com
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