Following the news that Comcast’s Brian Curtis will be presenting on recommendations at this year’s TV Connect (26th – 28th April, London), fresh research suggests that recommendation-driven guides will drive 75% of all TV viewing within ten years.
The forecast comes courtesy of The Diffusion Group, who attest that US multichannel video programming distributors (MVPDs) will rapidly move to make recommendation-based program guides the centerpiece of their updated TV interfaces.
“The old-school grid guide no longer works for today’s viewer,” notes Alan Wolk, TDG senior analyst and author of the new report. “By introducing a recommendation-based program guide, MVPDs can bring their interfaces in line with those of SVOD services like Netflix.”
Wolk notes that the usefulness of the grid guide will be further diminished as TV Everywhere becomes more popular. “Close to half of all TV viewing now occurs on a time-shifted basis, rendering live network schedules increasingly immaterial. Operators must move beyond the grid and create an interface that reflects today’s viewing behavior.”
Incorporating recommendation engines into MVPD programming interfaces is a win for networks and consumers, as well. “Recommendation-based guides will deliver a vastly improved and personalized customer experience, which in turn improves subscriber satisfaction and retention, allowing viewers to better navigate the flood of content now available from linear, VOD, DVR, and streaming to find the shows they want to watch.”
As well, paid recommendations will grow during this time, providing MPVDs with an additional revenue stream while giving the networks a new way to promote their programming.