It seems that pay-TV viewers are only too pleased to take advice from the services that they use, with such recommendations rapidly becoming the norm, says research from The Diffusion Group (TDG).
According to the study, US multichannel video programming distributors (MVPDs) will rapidly move to make recommendation-based programme guides the centrepiece of their updated TV interfaces. This momentum is so strong, TDG suggests, that within the next decade, the use of these recommendation-driven guides will flourish, ultimately driving three-quarters of all TV viewing.
"The old-school grid guide no longer works for today's viewer," noted TDG senior analyst and author of the report Recommendation Revolution - The Future of Recommendation-Driven Guides, 2016-2025, Alan Wolk. "By introducing a recommendation-based programme guide, MVPDs can bring their interfaces in line with those of SVOD services like Netflix.”
TDG ultimately believes that the usefulness of the standard TV grid guide will be further diminished as TV everywhere becomes more popular. It noted that almost half of all current TV viewing now occurs on a time-shifted basis, rendering live network schedules increasingly immaterial. It advises operators to move beyond the grid and create an interface that reflects today's viewing behaviour.
The analyst also predicts the emergence of paid recommendations, providing MPVDs with an additional revenue stream while giving the networks a new way to promote their programming. Such a mechanism would allow them to place promotions for their shows in front of highly-targeted audiences at the exact moment of decision.
Wolk added that incorporating recommendation engines into MVPD programming interfaces would be a win-win for networks and consumers. "Recommendation-based guides will deliver a vastly improved and personalised customer experience, which in turn improves subscriber satisfaction and retention, allowing viewers to better navigate the flood of content now available from linear, VOD, DVR, and streaming to find the shows they want to watch," he concluded.
"The old-school grid guide no longer works for today's viewer," noted TDG senior analyst and author of the report Recommendation Revolution - The Future of Recommendation-Driven Guides, 2016-2025, Alan Wolk. "By introducing a recommendation-based programme guide, MVPDs can bring their interfaces in line with those of SVOD services like Netflix.”
TDG ultimately believes that the usefulness of the standard TV grid guide will be further diminished as TV everywhere becomes more popular. It noted that almost half of all current TV viewing now occurs on a time-shifted basis, rendering live network schedules increasingly immaterial. It advises operators to move beyond the grid and create an interface that reflects today's viewing behaviour.
The analyst also predicts the emergence of paid recommendations, providing MPVDs with an additional revenue stream while giving the networks a new way to promote their programming. Such a mechanism would allow them to place promotions for their shows in front of highly-targeted audiences at the exact moment of decision.
Wolk added that incorporating recommendation engines into MVPD programming interfaces would be a win-win for networks and consumers. "Recommendation-based guides will deliver a vastly improved and personalised customer experience, which in turn improves subscriber satisfaction and retention, allowing viewers to better navigate the flood of content now available from linear, VOD, DVR, and streaming to find the shows they want to watch," he concluded.
