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At the most recent Connected TV Summit in London, there was animated discussion about the novelty vs. utility of voice search for content discovery, begging the question whether or not the solution is, in fact, the TV industry game-changer many believed it would be.

Consumers are only now getting accustomed to using voice-enabled content discovery devices in their homes, as the technology is still relatively new. However, if adoption of home assistants and connectivity to the Internet of Things (IoT) in the home, continues at the current pace, this is quickly expected to change.

In everyday life, humans rely on approximately 45 percent of their communication with other humans to be based on verbal cues, which comprise 38 percent of our total human communication tactics. Because a substantial part of communication occurs via nonverbal means, the prevailing wisdom is that voice search won’t entirely transform the television experience. This is why we believe there’ll always be room for conversational search and the remote control to coexist.

With the continued fragmentation of the user experience landscape – especially with more aggressive content merchandizing by providers – voice usage is a simple through line that can give consumers comfort as they navigate evolving interfaces. Voice is increasingly the most seamless UX solution, the perfect complement to the visual and the tactile.


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