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Streaming’s next act

January 4, 2022


In brief

Three issues eroding the streaming experience

One issue is getting caught in the “rabbit holes”


of consumers globally consider the process of navigating among different streaming services “a little” to “very” frustrating.”


spend more than six minutes trying to find something they want to watch.

A second issue is encountering inefficient bundles

A third issue is the fact that algorithms remained scattered across providers


of consumers globally said they’d like to be able to take their profile from one service to another to better personalize content.


would be happy to let a video-on-demand service know more about them to make recommendations more relevant to them.

It’s time to give consumers greater control over the experience

So what does this look like in practice?

Unifies the experience

through APIs and data-sharing agreements, which create seamless access across streaming services (including other forms of entertainment).

Fosters flexibility

by serving as a single platform that enables viewers to select exactly what they want to watch regardless of who’s providing it.

Personalizes the experience

by providing seamless navigation and curation across streaming services, created in collaboration with and for every individual.

About the research

John Peters

Managing Director – Media & Entertainment, United States, West

John supports growth strategy and technology-led innovation across distribution, digital supply chain, finance, marketing and production.

Mark Flynn

Senior Manager – Accenture Research

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