Most people want something more from their streaming services

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Most people who are connected to the Internet are subscribed to at least one streaming service. These streaming services, which can include Netflix and Viu, have helped kept us sane during the world’s longest pandemic in modern history, a pandemic that is still ongoing.

But are they happy with the streaming services they use and pay for?

A recent study showed that consumers increasingly found streaming to be complicated, expensive and hard to use. They also found streaming to be impersonal.

Three in five subscribers to multiple streaming services expressed frustration with their viewing experiences, according to a new report from Accenture, and 44 percent of those surveyed indicated they spend more than six minutes searching for something to watch.

The “Streaming’s Next Act: Aggregators to play a starring role in making consumers happier” report surveyed 6,000 consumers globally to understand their preferences, beliefs and behaviors on their video content streaming experiences.

Those surveyed also think more than 60 percent of the content they are paying for is not relevant to them. More than half (56 percent) said they wish their profile from one service could easily be shared with another service that may offer them better, more personalized content.

Those surveyed described the video streaming experience as “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 showed 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.

“Content aggregators can address this concern by unifying access across streaming services through application software, services and data-sharing agreements. Aggregators can also foster flexibility and personalization for viewers by serving as a single platform with curated content that enables them to select exactly what they want to watch,” said Accenture.

“Consumers didn’t express a strong preference for a particular company to give them a better user experience,” said John Peters, managing director in the media and entertainment industry group at Accenture. “People expect innovation and improvement in this space and are looking for a company to come up with new and better ideas for delivering content to them in a way that makes their lives easier and their viewing experiences more enjoyable.”

The report offered the following suggestions for companies in the streaming entertainment ecosystem, from video, music and podcasts to gaming:

  • Invest in data privacy and make that known to your consumers, so they are okay with sharing data that is critical for integration and personalization services.
  • Think beyond SVOD and AVOD services to consider music services, podcast and e-book services, video games, home security, food delivery services and more.
  • Streaming players with data-driven experimentation at the core of how they operate will be far more ready and nimble to adapt to changing consumer preferences.

Image credits: Alin Surdu on Unsplash