Friction TV Addressing the user experience disconnect in streaming TV

Tim Mulligan

October 2022

Streaming TV is now the default way to consume TV content. However, the streaming TV era is now the friction TV era, due to the fragmented nature of the direct-to-consumer siloed, competing brands. Consumers require multiple services with different user experiences to engage in the full range of TV content previously available in one ecosystem. Short of reaggregation, cross-silo content discovery and curation experiences are now essential to take the friction out of the streaming TV user experience, with the next evolution of the screen (e.g., virtual reality and the self-driving car) to follow over the subsequent five years.

Companies and brands mentioned in this report: Apple, HBO Max, Meta, Netflix, Paramount, Paramount+, Peacock, and Reality Labs.

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