This article analyzes the troubled progress of industry attempts to provide consumers with “all their TV in one place” by aggregating multiple sources of TV and online video.

Omdia view


All your TV in one place. Consumers seem to want it and the likes of Apple and Sky claim they can provide it. But as Omdia predicted, so-called super-aggregation is proving easier said than doneespecially for tech companies Apple, Amazon, and Roku.

Major super-aggregation efforts are already challenged

At its most basic, the idea of bundling access to Netflix and Amazon Prime Video with other TV and online video services is nothing new. The strategy is about a decade old, with over 900 live partnerships across 170 apps and 300 operators, according to Omdia’s data.