Today’s TV viewers are more informed and connected than ever before, relying on broadband to navigate a world of apps, devices and endless content choices. As broadband consumer behavior trends continue to shift, industry players must understand and adapt to the expectations, preferences and habits of their audience. By aligning their services, bundles and messaging with the needs of the modern viewer, broadband service providers (BSPs) can capture attention and foster loyalty in a highly competitive entertainment market.
The rise of on-demand viewing
Gone are the days when viewers were content to wait for scheduled programming or tolerate limited availability. The modern viewer expects instant access to content, anytime and on any platform. According to the TiVo Q4 2024 Video Trends Report, an average of 9.9 services are used for TV and entertainment, indicating that content consumption has become incredibly fragmented. This shift has normalized an on-demand mindset, making convenience a non-negotiable aspect of the viewing experience. BSPs who fail to offer complementary content experiences risk losing relevance, while those who integrate diverse, on-demand solutions are well-positioned to thrive in this new era of television.
Seamless cross-device experiences
Entertainment now reaches beyond a single room or device. Viewers now expect a streamlined, consistent experience across all screens, including consistent streaming performance, intuitive navigation, relevant recommendations and easy content access, regardless of the source. Video platforms that fail to deliver this level of consistency risk not only immediate abandonment but also long-term erosion of loyalty. By prioritizing simplicity and seamlessness, providers can create a unified viewing experience that keeps audiences engaged and satisfied.
Intelligent content discovery
Despite the abundance of content available, discovery remains a persistent pain point for viewers. While many know what they want to watch, a significant portion of the audience leaves their entertainment platforms in search of content, often turning to companion apps like JustWatch or IMDB. This “toggle tax” presents a major opportunity for differentiation. By offering intelligent, in-platform discovery powered by robust metadata, user behavior and personalization, video platforms can reestablish trust and eliminate the need for external tools. For BSPs, this presents an opening to deliver a smarter, branded experience that helps viewers find what they love, often before they even realize they want it.
The growing importance of FAST
Free ad-supported streaming television (FAST) has become a vital part of the entertainment mix, particularly for cost-conscious households. With 74% of all advertising-based video on demand (AVOD) and FAST users reporting that they watch FAST channels, it’s clear that this format is rapidly becoming a baseline expectation. By combining FAST with subscription content, local channels, live sports from all sources and on-demand libraries, BSPs can effectively meet diverse customer needs and significantly expand their revenue potential.
Personalization and flexibility drive engagement
The modern viewer demands personalization and flexibility in their viewing experience. From the importance of local content to the desire for personalized advertising, audiences crave tailored experiences that cater to their unique preferences. When content and ad choices are personalized and flexible, it creates a more enjoyable experience that keeps viewers deeply engaged and loyal. By adopting a modern video solution that prioritizes personalization, BSPs can transform their role from providing commodity bandwidth to offering a curated, value-added service.
Embracing the future of television
As TV viewing habits shift, it’s increasingly important for providers to keep pace with what today’s audiences expect and value. By prioritizing on-demand access, cross-device consistency, intelligent content discovery, FAST integration and personalization, BSPs can create a compelling, scalable and sustainable entertainment experience that captures the hearts and minds of today’s audiences.
To learn more about aligning your offerings with the expectations of the modern viewer, be sure to explore the insights and strategies outlined in TiVo’s e-book, “Winning Over the Modern Viewer: A Playbook for Broadband and Pay TV Providers.”
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