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Personalisation will be one of the keys for operator success in video and research from IHS Markit TV is advising providers that success in this field will come down to the ability to really know their customers and help them find what they want to.

IHSmarkit 19Sep2018According to the Connected Devices and Media Consumption report, despite the latest developments from the likes of Netflix and Amazon, just 7% of all respondents across five markets surveyed – the US, UK, Japan, Brazil and Germany – rely primarily on content recommendations by their TV or video providers via the user interface.

IHS Markit TV adds that content discovery will be right at the heart of the battle among TV and video providers to convince consumers that their user experience is both easy to use and truly personalised. This it says is even due with smart digital assistants now being integrated into TVs.

The analysis also revealed that individuals who engaged less frequently with newer content discovery methods were more likely to rate video services poorly on overall user experience. Among respondents who rated the user experience at least one video service as very poor, 18% still preferred to find content by clicking through channels. Just 12% of those who rated a user experience as very good use the same method. This finding highlights the importance of encouraging users to engage with other, newer forms of content discovery on video platforms, in order to improve overall satisfaction video services.

When monthly users rated a video service highly for content discovery, they also similarly rated the overall user experience. Some video services are better than others in this area. Only a quarter of monthly users of network-provider TV everywhere services in the United States – FOX, ABC and NBC – rated these services as ‘very good’ for finding content they want to watch. One-quarter of this group also rated its overall user experience as ‘very good.’ In comparison, just over half, 52%, of Netflix users rated the service ‘very good’ for finding content they want to watch and 55% also rated their user experience ‘very good.’

The analyst said that not only does this finding highlight the value of the Netflix content recommendation feature, but it also underscores the connection between content discovery and an easy-to-navigate user experience.

The Connected Devices and Media Consumption report concluded saying that for video providers, the complexity surrounding content discovery is matched only by its potential reward. There is a plethora of content being produced it noted; the key now was to match it to the right audience.