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About 70% of streaming video customers in India are pissed off with content material navigation and 46% of them spend greater than six minutes to seek out one thing price watching, reported Accenture on Thursday.
Customers consider that over 60% of the content material they’re paying for isn’t related to them, whereas some 81% of customers wished if they might simply swap over between OTT channels to see if any offered higher and extra related content material, as per Accenture analysis.
Saurabh Kumar Sahu, managing director and lead for Communications, Media and Expertise apply, Accenture in India mentioned, “Because the video streaming phase has matured, customers are more and more discovering the expertise to be difficult, costly and exhausting to make use of.”
Content material aggregators would be capable to deal with this concern by offering unifying entry throughout streaming providers via software software program, providers and data-sharing agreements. Aggregators may also foster flexibility and personalisation for viewers by serving as a single platform with curated content material that allows them to pick precisely what they need to watch, noticed the examine.
“Evolving client preferences and difficult economics will create challenges for video streaming platforms. To win on this aggressive house, the ecosystem wants a significant reset, along with offering customers better management over their viewing expertise,” Mr. Sahu added.
Accenture interviewed greater than 6,000 prospects of 18 years and above for the examine from India and different nations.
“OTTs need to adapt in tune with altering viewing patterns and give attention to enhancing client experiences,” mentioned Neeraj Sharma, managing director, communications, Media and Expertise, Accenture in India.
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