Report: Majority of Consumers Frustrated Navigating Content Choices Across Streaming Services

With myriad content choices found across multiple streaming platforms, an increasing number of consumers say they’re frustrated finding favorite shows and music located across numerous services.

New data from consulting firm Accenture finds that three-in-five subscribers to multiple streaming services expressed frustration with their viewing experiences, and 44% of those surveyed indicate they spend more than six minutes searching for something to watch.

Based on a global survey of 6,000 respondents, conducted between October and November 2021, to better understand their preferences, beliefs, and behaviors on their video content streaming experiences, the report found that more than 60% of the content they are paying for is not relevant to them. Furthermore, more than 56% said they wish their profile from one service could easily be shared with another service that may offer them better, more personalized content.

“Consumers said that the video streaming experience has become somewhat unwieldy, unfriendly, and expensive for many of them,” Andrew Walker, global communications and media industry group leader at Accenture, said in a statement.

The report 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.

John Peters, managing director in the media and entertainment industry group. contends content aggregators can address these concerns 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.

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“Consumers didn’t express a strong preference for a particular company to give them a better user experience,” Peters said. “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 suggests that companies streaming video, music, podcasts and/or gaming determine if they want to be an integrator or the integrated, so they can either shape distribution deals to entice SVOD and AVOD services to participate or partner with the entities vying to be the preferred integrator.

Invest in data privacy and make that commitment known to their consumers, so they are confident 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. Accenture believes that streaming services with data-driven experimentation at the core of how they operate will be far more ready and nimble to adapt to changing consumer preferences.

“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,” Walker said.

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