This opinion piece draws on Omdias consumer research to highlight and predict the impact of fundamental changes to how consumers are deciding what to watch on TV and online video.  

Omdia view


Many column inches have been devoted to the power of Netflix’s personalized homepage to drive viewing. Yet more and more people are looking beyond online video apps and pay-TV platforms to decide what to watch, with major implications for how providers compete.

The growing importance of keeping people watching

In 2016, two Netflix executives published an academic paper asserting that personalization and recommendations saved the company more than $1bn per year. Subscribers that quickly find shows or movies to watch are less likely to cancel their subscriptions, the argument ran.