Nearly seven-in-ten subscribers to multiple streaming services in India expressed frustration with their viewing experiences, according to a new report from Accenture and 46% of those surveyed indicate they spend more than six minutes searching for something to watch. The “Streaming’s Next Act: Aggregators to play a starring role in making consumers happier” report surveyed 6,000 consumers globally to understand their preferences, beliefs, and behaviours on their video content streaming experiences. In addition to the challenge of finding something to watch, consumers in India also think more than 60% of the content they are paying for is not relevant to them. Furthermore, 81% of those surveyed in India say they wish their profile from one service could easily be shared with another service that may offer them better and more personalized content. The report says, as the video streaming segment has matured, consumers are increasingly finding the experience to be complicated, expensive and hard to use. Evolving consumer preferences and tough economics will create challenges for video streaming platforms. To win in this competitive space, the ecosystem needs a major reset, in addition to providing consumers greater control over their viewing experience.”

The research also indicates that while consumers care more about the content delivered by streaming services, they find the navigation experience with the growing number of services to be increasingly frustrating. Content aggregators can address this concern by unifying access across streaming services through application software, services and data-sharing agreements. Aggregators can also foster flexibility and personalization for viewers by serving as a single platform with curated content that enables them to select exactly what they want to watch. Till now, most Indian OTT platforms have tried to differentiate through content and majority of their investments have gone into flagship titles. With changing .