UX takes centre stage

Content plays an integral role in the success of a video service, but a recent survey by PwC found new media company valuations have indicated good user experience (UX) delivers profits and audience retention ahead of its core content offering.

The PwC report, named report Streaming Ahead: Making UX and content strategy work together, says: “2019 marks the next phase of the streaming war, as more companies enter the fray in an attempt to wrestle consumer attention and dollars away from incumbents.”

It examines the union of user experiences and content strategies, finding that good user experience is surpassing the importance of content. “Convenience drives usage,” it explains, and consumers using both pay-TV and SVOD services have been overwhelmed by access to large amounts of content with confusing and crowded user interfaces (UI) often deterring from content consumption and net subscriptions.

“In today’s competitive and cluttered video market…