Sixty-nine p.c of customers in India utilizing streaming providers have skilled frustration with their viewing experiences, in accordance with a brand new survey. Nearly half of 6,000 subscribers surveyed throughout 11 international locations have revealed that they spend greater than six minutes in search of one thing to look at. According to the report, Indian customers additionally imagine that over 60 p.c of the content material they pay for isn’t related to them, whereas 81 p.c of customers surveyed in India mentioned they want their profile to be shared with one other service to enhance content material personalisation.

A survey of 6,000 prospects throughout North America, South America, Europe, South Africa, and Asia Pacific, revealed that 60 p.c of customers surveyed thought of the method of navigating amongst totally different providers “a little” to “very frustrating”, in accordance with a report by Accenture. Sixty-nine p.c of customers surveyed in India who subscribe to a number of streaming providers have been annoyed with their viewing expertise. Meanwhile, 44 p.c of customers surveyed all over the world mentioned that it took them over six minutes to search for one thing to look at on Over The Top (OTT) platforms. While the report doesn’t specify which platforms have been included within the survey, widespread providers in India embrace Netflix, Amazon Prime Video, Disney+ Hotstar, Sony LIV, Voot, and others.

Sixty p.c of Indian customers surveyed mentioned the content material they have been paying for was not related to them
Photo Credit: Accenture

Globally, 22 p.c of customers surveyed mentioned they’re subscribed to 4 or extra streaming providers, whereas 33 p.c of customers subscribe to a single service. According to the report, prospects are discovering that also they are reaching limits on how a lot they’re keen to spend on streaming providers, with 33 p.c of worldwide customers saying they are going to “somewhat” or “greatly” scale back their spending on streaming providers within the subsequent 12 months, on each subscriptions and in-app purchases. In India, 46 p.c of customers surveyed mentioned they plan to cut back spending on media and leisure throughout subscriptions.

Users additionally highlighted irrelevant content material as a problem that leads to suggestions which can be off base, in accordance with the report. Fifty-six p.c of customers surveyed globally acknowledged that they want the choice to deliver their profile from one service to a different to enhance personalised content material. In India, that quantity is increased — 81 p.c of shoppers surveyed wished to entry their profiles throughout providers. Meanwhile, 51 p.c of customers surveyed globally expressed willingness to permit a streaming service to know extra about them to make extra related suggestions.

The report argues that the streaming providers ecosystem requires a wise aggregator that can enhance customers’ management over the content material they’re watching. Navigating by means of OTT providers is like “entering different rabbit holes”, and suppliers can “unify” the expertise with using data-sharing agreements, in accordance with the report, which reveals that 59 p.c of customers surveyed globally thought {that a} cross-service search engine like Roku or Apple TV was extra handy than immediately approaching a service to look at content material.