Is there such a thing as having too many choices? In the streaming world, this isn’t necessarily a bad thing, at least in theory. However, because each streaming service offers different types of content and different ways to access it, it’s not always easy for subscribers to sort through the “clutter” to find what’s relevant to them from the services they’re using, which can contribute to user frustration.
This, in a nutshell, summarizes the results of a recent report based on a survey of streaming service subscribers. The report further suggests aggregated streaming services with the look and feel of cable TV could be what the future holds for the increasingly popular world of streaming-based content.
Finding Preferred Streaming Content Isn’t So Easy After All
As mentioned above, there’s a lot of streaming content out there if you just go by the number of streaming services available today. Planet Dish, Disney+, and Netflix alone have massive amounts of content. Even so, a report by Accenture found that three out of every five streaming subscribers questioned said it was difficult to actually find content on streaming platforms.
Based on a survey of 6,000 streaming service consumers 18 and older from 11 countries, the report focused on subscribers to multiple streaming services. More than 40 percent of the multi-streaming service users said they spent more than six minutes searching for content they wished to enjoy. Such delays can be frustrating when there’s a desire to quickly find something to enjoy. Furthermore, a big chunk of the streaming customers questioned also assert more than half of the content they’re paying for isn’t really relevant to them.
Preferring Shared Streaming Profiles
Diving further into the results, more than half of the TV streaming service subscribers expressed a preference for having a flexible profile. Essentially, they wished a profile for one of their services allowed access to others so a more customized experience could be enjoyed. These preferences and frustrations aren’t isolated to this one report. In fact, a different report suggests more than 100 million streaming subscriptions could be canceled in 2022 because of the inability to access preferred content easily.
Using Cable TV as a Model for Streaming Services in the Future
One possible way of addressing streaming subscriber frustrations is to follow the cable TV model. In other words, give subscribers the ability to bundle services or choose streaming packages that provide a broader range of streaming-delivered content in a much more convenient way. An industry group leader from Accenture, the company that conducted the main survey referenced above, is among the industry insiders stating the need for changes with how streaming services are provided.
Addressing Navigation Frustrations
The survey also picked up on another streaming customer frustration – difficulty with navigation. Even though many customers did actually appreciate streaming content, they were frustrated with navigation issues. Researchers have a possible solution here, too, though. It’s one that involves software innovations, new applications, and maybe even data-sharing agreements so curated content can be accessed via a single platform.
Streaming Customers Want Innovation
Whether streaming content involves TV shows, movies, live TV, video, audio-based podcasts, or video games, customers want innovation. This is one of the reasons why researchers are encouraging the various players in the streaming world to take steps to address consumer frustrations. In addition to what’s already been mentioned, suggestions for streaming players include:
• Structuring industry-leading integration deals or seeking partnership arrangements
• Investing in the technology needed for a distributed data model with streaming services
• Extending the streaming service possibilities to possibility include such things as e-books, home security, and other common service needs today
• Being willing to experiment and adapt to customer preferences
