Forget the Iowa caucuses and the New Hampshire primary. The results that pay-TV operators are interested in have been tabulated, and they paint a clear picture of why intuitive navigation experiences are becoming increasingly important.
According to the Leichtman Research Group, 81% of U.S. households now have a DVR, use VOD services from a cable or telco provider or subscribe to Netflix. Moreover, 30% of households use two of those services and 13% use all three.
What this means is that subscribers are making use of more platforms than ever when it comes to content sources, creating a need for navigation that presents a 360-degree view of all available options.
Rather than searching individual silos for content of interest, subscribers are seeking to narrow the myriad of entertainment choices to their specific interests. Forward-thinking operators are migrating from traditional guide paradigms to advanced user experiences that prioritize channels from all sources based on established viewing preferences, and supplement video content with related applications that enhance the viewing experience.
As content sources continue to expand, viewers can be expected to “vote with their feet” – shifting their loyalties to those experiences that offer the best views across linear TV, DVR, VOD and even SVOD. The winners will be those operators who invest in new technologies that continually strive to offer personalized, customizable interfaces that most accurately address viewers’ individual preferences and needs.