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.
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