Channel surfing is officially dead. Consumers don’t want more content options, they want curated options so they can quickly find and discover content that they **actually** want to watch. Streaming services such as HBO and Netflix have capitalized on the demand and need for curation by leveraging viewer’s data to serve them the most relevant content possible. It’s no surprise that streaming services are on the rise, a personalized experience simply isn’t feasible for linear TV.
Curation isn’t just something that consumers demand, it also plays a vital role in the growth of a streaming service. In order to successfully engage and retain online audiences in today’s attention economy, video businesses must deliver a Netflix-quality (easy, attractive, and most importantly, personalized) experience to consumers across devices.
The whole goal of curation is to make sure viewers spend less time finding what they want to watch, and more time actually engaging with content so they keep coming back to watch more. The reality is, every second….every moment counts to keep viewers engaged, which is precisely why a carefully crafted viewing experience is absolutely critical to every streaming service’s success.
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