60% of High-Volume OTT Users Report 'Unwieldy' Experience: Accenture

Some 60% of subscribers with multiple streaming services reported frustration with their viewing experience, said a Tuesday Accenture report. Forty-four percent of survey respondents said they spend more than six minutes searching for something to watch. “The video streaming experience has become somewhat unwieldy, unfriendly, and expensive” for many subscribers, said Accenture spokesperson Andrew Walker. Consumers think more than 60% of the content they are paying for is not relevant to them, and 56% said they want their profile from one service to be easily be shared with another service that may offer them better, more personalized content, the report said. Consumers care more about the content delivered by streaming services, but they find the navigation experience with the growing number of services to be increasingly frustrating, it said. Content aggregators can address that concern by unifying access to streaming services through application software, services and data-sharing agreements, it said, suggesting aggregators act as a single platform with curated content that enables subscribers to select “exactly what they want to watch.” The survey of over 6,000 consumers was fielded in 11 countries October-November.