Streaming, once thought to be the antidote to cable, is starting to look more and more like the good old-fashioned cable bundle. As streaming has gotten more expensive and confusing over the years, with endless plans and alternatives, consumers have grown detached and less loyal to any one service. Now, streaming services like Peacock, Apple TV and Netflix are partnering up and rolling out bundles to expand their reach and reduce customer churn.

Despite early promises and expectations for a cost-effective, flexible alternative to traditional cable, the streaming industry is increasingly mirroring its predecessor, raising questions about consumer contentment and industry direction. Perhaps contrary to the gut reaction we feel when remembering the cable days, consumers are feeling somewhat favorable about this return, and have for a while.

Amdocs research dating back to 2021 found that consumers would prefer “mega bundles” to managing payments for many services. On the surface, customer expectations appear to continually evolve and meeting them can feel challenging for providers, yet at their core it’s quite simple: consumers are cost conscious, desire quality content, and ease of use.

How Did We Get Here?
The initial appeal of streaming was heavily rooted in its ad-free content, lower costs, and freedom from confusing bundles. Yet as time wore on, ads and tiered subscriptions were introduced and now media companies are partnering up to offer larger bundled memberships. Is this just another example of initial private equity funding wearing off and the need for profitability surfacing? Or is it the result of a large-scale experiment revealing that consumers might just have preferred the bygone days? 

There’s no doubt that streaming services have brought with them a wealth of unique and original content, capable of captivating the attention of millions for hours on end. But as new services arose, the tried-and-true licensed content beloved by fans, like Friends and The Office, began bouncing around different platforms, fleeing to the highest bidder. 

Amdocs research from around the start of 2024 discovered that access to those older titles (52%) was a top factor when considering subscription services. Time has shown that these cult classics pull audiences, leading to increased subscription churn and fatigue for confused viewers. 

Now, audiences are vying for a condensed viewing experience, with that same research uncovering that nearly 80% of Gen Z viewers wish there was a single portal or app where they could access all of their streaming subscriptions and related content. It’s not surprising, therefore, that bundled deals are starting to pop up.

Cable 2.0 and the Future of Streaming
As it stands, a full return to past-TV isn’t feasible because the dynamics have changed. An individual streaming service is direct-to-consumer in ways that individual networks weren’t. Viewers aren’t able to access say, the whole of HGTV’s content and shows, without also purchasing a handful of networks that they don’t have interest in. In contrast, one doesn’t have to become a subscriber of Disney+, Netflix, and Max just to get a Hulu subscription. 

One area that will look a lot like TV’s cable origins as bundles grow in popularity, is in the tiered pricing options. On the one hand, a surplus of membership options can be overwhelming and frustrating. However, our research has shown that Gen Z is in favor of the ability to choose between higher costs and ads. 

The same Amdocs survey found more than one-third of the generation has expressed that they’re open to seeing an increase in advertisements. That doesn’t necessarily mean the remainder is opposed to more ads either – most are just undecided. Evidently, price sensitivity still exists, so it is pivotal that brands continue to monitor their sentiment as the setting evolves.

Reevaluating the ‘Antidote to Cable’
It’s still unclear how bundled streaming services will be received by consumers and play out for the brands themselves. After all, if partnering with would-be competitors doesn’t result in net benefits and instead costs them viewership and revenue, it certainly won’t continue. Perhaps this latest iteration in the space is less so a reversion to past-TV and more so a blending of the most favored aspects of both. 

As brands and customers alike sort through the complicated, frustrating, and redundant nature of providing and consuming entertainment, we might yet reach the optimal experience through this process of trial and error. 

Today’s viewers derive value and set their expectations around cost consciousness, quality content, and ease of use. Putting all tactics or offerings aside, content providers will find that true loyalty and engagement comes from delivering platforms that meet those needs. In a landscape that feels both like uncharted waters and a familiar setting, the streaming industry would do well to consider more consumer-friendly innovations and maintain clarity and affordability to truly revolutionize how we consume media.

As streaming companies scramble to turn loss-making streaming services into profitable ones, a new survey from Amdocs suggests that one of their best hopes for finding new revenue and expanding their business opportunities lies with younger Gen Z consumers. 

The survey of 1,000 U.S. consumers conducted by Amdocs found that a number of the emerging opportunities to both continue growing subscribers and revenue were often driven by Gen Z consumers. 

It found that Gen Z is spending heavily on digital subscriptions, more than any other generation and that they are more open to ads and very interested in gaming, an area that Netflix is already trying to exploit. They are also looking for a single place to access all their streaming apps and that they are looking for streamers to improve the user experience.  

More specifically, the survey found that younger consumers want: 

• More Viewing Options: Half (50%) of consumers want the ability to stream on a variety of devices (e.g., phone, tablet, TV, computer, etc.). This is particularly important for Gen Z (60%) and those between the ages of 26-35 (75%).
• Increased Syndication: Nearly all (90%) of Gen Z wishes that streaming services would increase the syndication of their original content to other streaming services (e.g., being able to access Netflix original content via a Hulu or HBO max subscription).
• Single Portals: 80% of Gen Z wishes there was a single portal or app where they could access all their streaming subscriptions and related content, second only to those between the ages of 26-35 (92%). Doing so could help alleviate the feeling of being overwhelmed by the number of streaming subscriptions available, which was most present among half of Gen Z (50%).
• Open To More Ads: Two-in-five (40%) of Gen Z is open to seeing more ads while streaming in exchange for lower subscriptions costs. That doesn’t mean the rest doesn’t want to see more ads – they’re actually undecided (40%), whereas other generations have a more solid stance.
• Cost Actually Isn’t Everything: Nearly half (40%) of Gen Z is paying between $75-100 for digital subscriptions – a more significant amount than any other generation – but 30% of Gen Z says the rising cost of subscriptions haven’t provided them with a better streaming experience, which they expect in return.
• The Rise Of Gaming: With Netflix expected to announce a new gaming service that allows consumers to play games on the streaming service through their smartphone and/or tablet, nearly one-third (30%) of Gen Z said they’re likely to engage with this new offering.

 The full report can be found here.  

A new survey suggests that viewer attitudes towards what they want from the Super Bowl viewing experience and how they plan to watch the big game are shifting. 

As in earlier years, the largest group will be watching via a pay TV provider but cord cutting is cutting into that audience, with about 49% of Americans saying they planned to watch the game using their pay TV subscription, followed by streaming (22%) and over-the-air using an antenna (10%), according to Amdocs. 

Their survey of about 1,000 Americans also found that  81% of Americans who will be tuning into the game are interested in a more robust Super Bowl Sunday experience. 

Many of those who planned to watch the game expressed concerns about costs, with 44% stating cost is a factor when it comes to streaming. 

But many consumers (31%) were not aware they could watch the game and other sporting events aired by broadcasters for free via an antenna. About 46% said they were aware they could use an antenna but reported they don’t use one and 23% said they were aware and did use an antenna. 

Of the 31% who said they weren't aware that they could watch it via an antenna, 17% said they didn’t know about antennas and were interested in the idea; 14% said they didn’t know about antennas and weren’t interested. 

In 2022, Nielsen estimated that about 18.6 million homes were using antennas, or 15% of the U.S., a higher percentage than the 10% of respondents in this survey who said they planned to use an antenna to view the game over-the-air. 

The survey also found that consumers want new Super Bowl experiences beyond watching, with over half of viewers (58%) expressing interest in the metaverse to create a virtual stadium. AR/VR, a 360-degree live view of the game and increased interaction also generated interest.  

About 20% of viewers would be interested in augmented reality to make Rihanna’s half-time performance come to life 

Anthony Goonetilleke, group president of technology and head of strategy for Amdocs, explained that the findings underscore the need for network readiness to ensure all viewers have the same opportunities available during major cultural events. He added that the findings also indicated that more service providers will begin offering unique ‘experience packages’ that can be tailored to end-users, in order to compete in the new digital world. 

BEVERLY HILLS, Calif., and JERSEY CITY, N.J.—Ateliere Creative Technologies and Amdocs are collaborating to enable media companies to meet growing content demands.

Ateliere, a developer of media supply chain solutions, has selected Amdocs’ Vubiquity as its preferred managed services partner. Ateliere customers running on Ateliere Connect now have access to Vubiquity media services and global support, the company said.

Vubiquity also will expand its existing video processing technology to run the cloud-native Ateliere Connect media supply chain platform, enabling it to reach platforms beyond the more than 2,800 destinations it reaches today and to scale content packaging and delivery quickly and cost effectively, it said.

The Amdocs’ solution offers capabilities across the entire media supply chain, from video-on-demand and localization to mastering and distribution managed services, it said.

Ateliere Connect provides enhanced toolsets to source and deliver Interoperable Master Format (IMF) while seamlessly integrating with Vubiquity’s existing apps and workflows, such as MetaVU and AssetVU. Ateliere’s Deep Analysis / FrameDNA AI technology mitigates pain points around content localization and removes video duplication through version consolidation, it said.

“The world of streaming content continues to evolve at an accelerated pace in order to entertain a global audience that demands superior quality content across any touchpoint,” said Anthony Goonetilleke, group president of technology and head of strategy at Amdocs. “This collaboration will provide global media companies a unique offering that enables them to create seamless end-to-end experiences, providing greater flexibility and cost efficiency.”

More information is available on the Ateliere and Amdocs websites.

With the 2022 FIFA World Cup coming up next month, fans are making their views known on how they plan on watching the world’s largest televised sporting event.

According to a recent survey conducted by Dynata and commissioned by Amdocs of sports fans who plan on watching the month-long event, most (68%) viewers plan to watch the World Cup on live TV. However that number goes down with younger viewers—57% of millennials and 39% of Gen-X plan to stream games and notably, viewers under 40 plan to watch the games on social media channels, with Gen-Z leading this trend (34%) followed by millennials. (32%).

While 82% of fans are confident in their home connectivity to support their World Cup viewing, confidence drops to 60% when it comes to their mobile network. Accessibility is also a concern, with 25% of total respondents stating they don’t have access to all games from their provider

When asked if they would be willing to pay for an unlimited World Cup mobile data package to stream matches at 5G speeds with no delays or loss of connectivity, 48% were interested. As 5G continues to grow, expect to see more service providers having unique "experience packages" beyond a simple blanket of 5G speeds for all offerings—for instance, a connection specifically for special events like the World Cup.

Watchers have a growing desire for more interactive experiences like 360-degree live video of the game (27%), interactive in-game challenges (25%) and AR/VR experiences (25%). Two-thirds (64%) of viewers expressed interest in using the metaverse to be part of a virtual stadium where they could watch sporting events with other fans as if they were there. Gen-Z (44%) and millennials (40%) are the most interested, while a third (35%) of Gen-X respondents were.

“As 5G continues to grow, we expect to see more service providers having unique "experience packages" beyond a simple blanket of 5G speeds for all offerings—for instance, a connection specifically entertainment experiences, the metaverse and more. As experiences become more a la carte, there is a need for a new kind of approach that can be fine-tuned and uniquely tailored to end-users. This will be essential to be a player in a new digital world, including next-generation entertainment experiences made possible by a reliable network.”

The 2022 FIFA World Cup takes place in Qatar, Nov. 20-Dec. 18.

CHESTERFIELD, Mo.—With the traditional TV viewing of the Olympics down but streaming audiences growing, new data from Amdocs highlights some of the consumer preferences that are driving a shift in viewing patterns and some big trends that could be important for operators and programmers looking to monetize future events. 

The Amdocs survey found that nearly a third (28%) were planning to watch via streaming services and that many consumers would be willing to pay more for the ability to watch the games in new ways. 

For example, nearly half (48%) of consumers would pay more to get every event on-demand and 46% would pay more for 5G services to improve their connectivity during the Games, with an additional 17% would pay more for improved cross-device capabilities. 

For a more interactive experience, the survey also found that consumers would be willing to invest in VR/AR offerings (23%), interactive in-game challenges (24%) and 360-degree live video (24%)

Anthony Goonetilleke, group president of media, network and technology at Amdocs noted that “when we talk about 5G, consumers have come to expect faster speeds that allow quick downloads and seamless streaming, but they are starting to realize that such offerings are only the tip of the iceberg. As 5G networks become more prevalent in sports stadiums and around major events like the Olympics, there is an opportunity for connectivity providers to monetize the next wave of interactive experiences like virtual and augmented reality and 360-live video.”

“Consumers are always on the lookout for the next significant technological advancement, and the pandemic was a primary driver of an accelerated change in human behavior related to technology,” he added. “This data proves there is new ground to explore. As use cases extend beyond the essential functions we've seen in the past, and with consumers catching on, 5G has the potential to be a true game-changer.” 

CHESTERFIELD, Mo.—The upcoming streaming services from Apple, Disney, WarnerMedia and NBCUniversal are joining a market that already features more than 100 streaming services, and all of these entertainment options are starting to make things complicated for consumers. This is based on findings from the 2019 Subscription Management Report from Amdocs, which found that some consumers are becoming “overwhelmed” from managing all of their subscription services.

One solution that interests consumers—39% according to the report—is a bundled platform for all of their streaming services with a single sign-on and simplified browsing, as well as making it easy to try new subscriptions and add additional users.

The study also revealed that pricing may be reaching a plateau if new features don’t become available. Among U.S. consumers, 27% spend more than $100 per month on subscription services. More than half (59%) say they are happy with their current subscriptions and are not looking to make changes, while 22% said they would only consider adding another service if something new came to market.

Advertising is also a key factor in the consumer experience, per the report. While a majority of international viewers said they would be OK with receiving tailored advertisements (39% opposed), U.S. consumers are more adverse. The preferred streaming services are ad free or feature limited ads (like Netflix), which require streamers to look for other monetization and business models.

“It’s clear from these findings that CSPs and OTT services must find innovative ways to differentiate their offerings through personalization and diversity of content, and an accessible, user-friendly interface will increase the likelihood of consumers adopting new subscriptions,” wrote Darcy Antonellis, head of Amdocs Media. “The availability and access to streaming content is increasing, but so are consumer expectations, particularly around cost, ease of access and contextual experience. It’s critical for success to meet these needs through a unified, flexible approach.”