M+E Connections
Whip Media, Accenture: Streaming’s Complex Consumer
Story Highlights
A new white paper from Accenture and Whip Media explores why relying on the relatively narrow set of data that comes from just one streaming service isn’t enough, and that platforms are missing the opportunity to suggest other content in their catalogue that could meet consumers’ varied interests.
Research from Accenture show that 36 percent of consumers say that they are somewhat dissatisfied with the personalisation of content they get from video-on-demand services, and 67 percent said they find it frustrating to find something that they want to watch.
Fifty-six percent say that the recommendations they receive are not relevant to their interests, and the same number said they would like to be able to take their profile from one service to another to achieve better personalisation.
Whip Media looked at affinity data (which gauges which similar television shows fans of a specific series are also watching) for the audience that watches the Paramount+ science fiction franchise, Star Trek.
Star Trek viewers are watching comedies, crime and thrillers on other platforms, which is an opportunity to recommend more of that content to them on Paramount+.
Another example is the Netflix drama series “Maid.”
That audience is also drawn to dramas on Hulu and Apple TV+, as well as comedy series on Peacock and HBO Max.
To access the full white paper, click here.
