流媒体的下一步行动 Streaming’s Next Act Aggregators to play a starring role in making consumers happier -埃森哲.docx

Streaming’s Next Act Aggregators to play a starring role in making consumers happier Streaming has made tremendous strides in the past decade, offering an entirely new way for consumers to access entertainment and educational content. But as the landscape has matured, consumers increasingly find streaming to be complicated, expensive, hard to use—and not all that personal. In this report, we explore the various reasons for consumer frustration, how a new aggregator role will help put the joy back into the streaming experience, and why streamers that choose to focus blindly on subscriber acquisition as a stand-alone entity risk peril in a shifting landscape. Streaming’s Next Act 2 Picture the scene: It’s Saturday night, and a family is excited to settle in on the couch with a good movie—only to find it frustratingly difficult to search the content available across their four streaming providers. They spend 10 minutes jumping back and forth across providers, only to come up empty. And the recommendations the family has received for “movies you might like” are laughingly off base and of no help. Besides putting a damper on what was supposed to be an enjoyable evening, the entire experience reminds everyone how little of the content they’re paying for across these providers they actually watch or are interested in—and, in turn, how much money they’re wasting.  Does that sound familiar? It does to a lot of consumers, who increasingly are getting turned off by the current streaming experience. They’re hungry for something different—and better. Although streaming has opened up a whole new way for people to access content, the experience has become unwieldy, unfriendly, and expensive—as recent Accenture research has confirmed. Streaming’s Next Act 3 03.Scattered algorithms02. 03. Scattered algorithms 02. Inefficient bundles 01. Frustrating “rabbit holes” Three Three issues eroding the streaming experience. In our survey of 6,000 consumers in North America, South America,