A new report by US audience researchers Nielsen says that consumers are feeling overwhelmed by the amount of choice available to them.
State of Play says much of the response has been geared to allowing audiences to select services that can be added to an existing package. Other companies have bundled traditional and streaming offerings, such as Xfinity and Apple TV.
Nielsen, which also owns the entertainment and data company Gracenote says making it easy for consumers to find new content is key, so they don’t waste time scrolling, before reverting to a title they only half enjoy.
“Applying hyper-detailed video descriptors to content catalogues can help here, as they crystalize the storylines and context that make up the essence of a show or movie. This data enables nuanced discovery paths and offers fresh and relevant program recommendations that are aligned with a viewer’s individual tastes and viewing history.”
The American appetite for streaming services shows little sign of waning; across age groups, consumers 35-49 spend the most money on streaming services; 24% pay for five or more. 56% say cost is the primary reason why they don’t subscribe to more services.
