Content Discovery in the Age of TV
We’re living in the golden age of television. The days of one hundred channels and nothing to watch appears to be largely a thing of the past. Today, TV is about choice, and for most viewers, there are more choices than ever before.
We are watching more TV in more places – according to a recent Nielsen report among the 289 million U.S. TV owners, 119 million own four or more television sets, indicating the TV is more than ever the device of choice for consuming video content. Not only are devices better – both big and small screen – but inexorable changes have occurred in the way TV is watched. Through innovations in time shifted TV and TV everywhere, changing viewing behavior make it impossible to think about watching TV in the “old way” any more.
These figures only begin to tell the story. The real story is that thanks to the power of choice, the one-size-fits-all content profile no longer describes any individual very well.
With a higher volume of studio content more available than ever before, consumers as well as service providers are having a hard time keeping up. Most consumers subscribe to a television service provider – 52% have cable, 33% have satellite subscriptions and only 9% viewing broadcast TV over the air. This includes most users who watch video from alternate sources, including streaming video from providers like Netflix, and from up and comers like Amazon, Google and Apple. Broadcast video, together with on-demand content, comprises a dizzying array of choices – so many in fact that content a viewer might want to watch is easy to overlook due to information overload.
The next big challenge for service providers is being able to offer customers more context around their choices, and therefore, better methods for content discovery. With the average American now spending 144 hours a month watching television in the home, almost 6 hours of time watching online video and about 5 hours watching video on mobile devices, improvements in content search, recommendations, and personalization, can drastically unify and improve the subscriber experience. Better methods of content discovery enable every subscriber to tailor their cable experience, and to consume content and interact with their service provider in a way that makes the most sense within the context of their lifestyle.