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Technology And Consumer Behaviour Trends Defining Next Generation TV User Experiences


Several major technology and consumer behavior trends are colliding and redefining how video content is distributed and consumed. These shifts are reshaping the TV experience and driving the Pay TV industry to rethink the design and delivery of video services. Pay TV operators are redefining the user experience (UX) based on powerful cloud and client platforms that will deliver an immersive, entertaining experience and accelerate the introduction of new services and business models. To succeed operators will need to match consumer expectations with the capabilities of their video technology platforms as part of their long term strategic planning.


Technology Trends

There are two main categories of emerging innovations that are shaping the reinvention of the TV UX: the move to transparent and open software for TV devices; and the movement of intelligence service management platforms to the cloud. Let’s consider these innovations.

Rich Metadata: Moment by moment, rich tagging in video frames will provide detailed contextual information to enable new levels of interactivity while viewing content. This will enable new interactive services and advertising based on the actual items, locations and other information displayed on each scene throughout the video.
Cloud Intelligence: Cloud will become the dominant location for increasingly powerful subscriber management, recommendation and personalization engines. These platforms will allow Pay TV to deliver richer services that are tailored in real-time to individual consumers.

Network Capacity: The video quality that Pay TV delivers is an essential element of the user experience. Because of the continued growth in video consumption and the never ending march towards higher resolution on TVs, tablets, PCs and mobile devices, service providers will need to invest in the capacity to handle the increasing video quality and load of video traffic.

Open Software
: Initiatives, such as HTML5 and RDK, are providing the industry with an unprecedented degree of control over the UX while also helping to increase the pace of service innovation. This move to innovating at Web speed brings with it continuous product delivery cycles that will spur Pay TV operators to adopt a DevOps model to keep pace.

Smart Devices and Device Connectivity: Device capabilities will increase dramatically as the Internet of things becomes pervasive. Products will grow more sophisticated with auto discovery, location sensing and other capabilities that will expand and improve the UX. Control interfaces will migrate to mobiles, tablets and gesture-based devices and possibly even wearables. These smart devices will offer open communication, enabling complementary services and information to be offered and delivered to consumers based on their use habits.

Screen Resolution: Increasingly rich display screens will allow for a more immersive user experience on TVs and multiscreen devices. The screen design ‘real estate’ will grow dramatically and allow for new services and interactive applications to complement video offerings.

Cloud UI Delivery: The ability to deliver the UX from the cloud will change the way Pay TV builds and deliver UXs, allowing operators to control the experience and deliver new capabilities on a quick, regular cadence.


Consumer Behavior Trends

Consumer behavior trends are following a trajectory whereby consumers can enjoy content when and where they want on an ever-expanding universe of devices. The following are the most important consumer behaviour trends influencing TV UX:

OTT: IP everywhere has opened the door to delivering video services to the consumer online over in-house or third party platforms. Offered typically at low costs, these offerings have expanded consumer choices and increased competitive pressures on the Pay TV market.

Content: The economics of production and distribution are shifting, allowing studios and consumers to deliver ever-greater content libraries. Discovering personalized content will become more challenging as consumers are presented with more variety, avenues for accessing content, and ever growing content libraries.

Devices: Research predicts that by 2020 there will be over 15 billion devices on the global market. This proliferation of devices provides consumers ever more ways to consume video content and associated interactive services.

Social media: The social Web experience will become a core aspect of TV user experience. Social media apps will grow more sophisticated over time, especially as larger, denser monitors can support more interactivity.

Control interfaces: In the short term, TV UX control will move to connected devices. Longer term the UX will be built to work with wearable connected devices which will provide consumers more ways to control the UI and personalize the viewing experience.


Newer and agile client and back-office platforms give operators the control and flexibility to drive the direction of next-generation TV user experiences and accelerate service innovation that offers new business models. Understanding these trends and implementing a video platform capable of meeting consumer expectations and differentiating the TV user experience will result in a successful user experience transformation for Pay TV operators well into the future.
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