▶️ It’s impossible to find what to watch on VoD services
At the Medientage München conference, experts named the main problem facing streaming services: difficulties with content discovery.
According to research by Simon-Kucher, users spend an average of 10.5 minutes choosing content, which causes frustration.
Difficulties with discovery are the main factor in choosing a service, outweighing price. 10% of users who unsubscribed from services named content discovery difficulties as the primary reason for leaving.
Experts are confident that providers must minimize customer frustration through intelligent personalization and design to retain them.
Operators like RTL+ and ZDF are combining recommendation algorithms with human curation. For example, RTL+ uses a ratio of 70% algorithms to 30% editorial selection.
The experts agree: in a saturated market, retaining a customer can only be achieved by ensuring the maximum ease of discovery.
In Russia