Friction TV Addressing the user experience disconnect in streaming TV
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20,000 foot view: Streaming TV is now the default way to consume TV content. However, the streaming TV era is now the friction TV era, due to the fragmented nature of the direct-to-consumer siloed, competing brands. Consumers require multiple services with different user experiences to engage in the full range of TV content previously available in one ecosystem. Short of reaggregation, cross-silo content discovery and curation experiences are now essential to take the friction out of the streaming TV user experience, with the next evolution of the screen (e.g., virtual reality and the self-driving car) to follow over the subsequent five years.
Key insights
- In 2022, consumers relied on personal recommendations new TV content
- This discovery is at its most extreme younger demographics who over-index for recommendations, highlighting a growing ‘discovery
- The discovery is fuelling a sense of because of the lost time searching for watchable content
- The emergence streaming TV as a mainstream means that the user experiences to be bound together
- Currently, service experience alternatives lag behind personal for content discovery
- With fragmentation unsolved, virtual reality (VR) and vehicles are gearing up to the next screens in search a user experience solution – the current user experience crisis
Companies and brands mentioned in this report: Apple, HBO Max, Meta, Netflix, Paramount, Paramount+, Peacock, and Reality Labs.