Technicolor Connected Home explains some next steps the industry can take towards accomplishing the full promise of OTT.
PART 1: MAXIMIZING THE CLICK TO WATCH TIME
As OTT video becomes the new norm, consumers expect to choose what, when, where, and on which device to view the content they love. Although part of this success is due to a rich and appealing user interface – incredibly more modern than traditional TV based on set times and channels – opportunities exist to make it even better over time. Technicolor Connected Home explains some next steps the industry can take towards accomplishing the full promise of OTT.
If content is king, time is queen.
The increasing amount of available content is also increasing the time spent making a selection. After a certain amount of time spent searching for content, consumers are likely to become frustrated, abandon watching, or change to another service. We can see in the below chart how some OTT services compete in this field.
However, the time spent on searching for content does not necessarily impact the time spent on watching (content libraries may be more or less large or popular). But for the same amount of time watching time, reducing the time searching time will improve user satisfaction.
In fact, time spent on searching depends on several variables. The popularity of content and promotion in traditional and social media can make the choice very quick. For non-advertised content, users may be attracted by several indicators that an OTT user interface can incorporate at the first level: cover jacket, user/press rating, first lines of a synopsis, names of the actors, to name a few.
Allowing a search by these different criteria will facilitate the selection. But the technical characteristics of the set top box – allowing for more or less graphical capabilities and navigation fluidity – will play an important role as well. Indeed, a powerful chipset will allow a display of a row of jackets with their corresponding information underneath (synopsis, actors, ratings and more). This information will change dynamically when the user moves the cursor to the next jacket in the row, which makes the information available instantly.
A less powerful chipset may require you to select the jacket first to read the corresponding information; then press the RETURN key to go back to the list of jackets. The generated loss of time due to additional action, and the possible lag between the different screens, can be annoying and slow the process.
For the same reasons, a powerful STB with integrated voice search capabilities will allow for straightforward results, versus the need for typing in a search bar with keyboard remote control.
Another example of accelerating the click-to-watch time can be found in the multi-screen mode of some OTT services. Having the same look and feel and cloud-powered applications associated with the user account allows people to browse and search on their smartphones or tablets when they are on the go. They can mark some content as “watch later on” and retrieve it on their main TV screen when they are back at home in the evening.
Lastly, and this will be a topic of a next article, content recommendations are key. Being able to precisely present content that people are likely to enjoy is key for a service to adapt, contextualize, and recommend relevant content. Several analytics techniques not only will automatically propose similar content, but also will give clear indicators to the operators on the popularity of their content, impacting their content acquisition strategy.
For multi-screen, voice search, advanced graphical capabilities, and powerful recommendation engine, Android TV is a great solution and has been the platform of choice for Technicolor for years. A close relationship with Google has allowed Technicolor to feed the development of STBs nourished by the continuous feedback from customers around the world.
To find out more information about Technicolor’s OTT products, please contact us, and watch for Part II, How Your UX Can Maximize Consumer Loyalty.