Even amid the generally favorable view of video entertainment, 29% of respondents said they were often “frustrated” or “overwhelmed” by the array of choices on offer. Nearly one-third (31%) of survey respondents, for example, said that easy, personalized content recommendations would be a reason for staying with a streaming service. The ability to delight customers and exceed their expectations can be a crucial differentiating factor. Streaming services are already making headway on UI as consumers juggle multiple services, it will take on increasing importance.

This speaks to the importance of a clean, intuitive user interface (UI) that understands consumers even better than they know themselves.

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