Accenture has released the findings of its second annual global entertainment study.
The study found that two-thirds of Australians are overwhelmed by the number of streaming services to choose from.
Accenture conducted the research between October and November 2022 to gain an understanding of global consumers’ preferences, beliefs and behaviours on their online entertainment experiences.
The online survey of 6,000 consumers age 18+ in 10 countries was designed to identify significant changes to the existing direct-to-consumer (D2C) media regime and offer suggestions for brands across the media spectrum to adapt their model to be more relevant and successful with customers.
The report revealed that the proliferation of streaming services in the market is further fragmenting consumer attention with a quarter (26%) spending more than 10 minutes searching for something to watch rather than consuming content.
More than half (55%) are simply overwhelmed by the number of streaming services to choose from.
Accenture noted that to overcome that, consumers want simplicity in accessing their content and control of the data they share. According to firm these signals were strong last year and are even more pronounced for 2022.
“More consumers now use cross-service search engines than last year (68% vs 47%), with 41% mostly or always using them,” the report noted.
The report went on the explain that consumers like cross-service search engines because they are easier, simpler and takes less time. It also noted that the growing popularity of cross-service search points to other emerging consumer needs.
Other findings in the report included:
• Nearly half (45%) are frustrated by having to switch between different apps for different services
• Australians want a simpler entertainment experience with 92% interested in a single app that can provide all the services they need on one platform
• More than half (55%) of Australians would be willing to pay for the platform, presenting an opportunity for the industry to find new ways to monetise through an aggregator