In a recent article for E-commerce Times, Parks Associates director of research Brett Sappington discussed the role of the user interface (UI) in video content. The interface represents the main way a consumer interacts with a video service, so having a good experience with the UI becomes key in winning over customers.

The UI also allows consumers to find the content they want to see. Several video services and OTT providers have developed their own methods for helping users discovery relevant and interesting video content, such as personalized recommendations, suggestions from social activity, and search functions. However, Parks Associates research finds that no single method of content discovery is the "magic bullet" for all consumers. Rather, the discovery process involves several factors that depend on the user, the services, the situation, and even the device and applications used.

To read the full article, click here.

Brett Sappington will be leading a discussion on this topic during the 2014 CONNECTIONS Conference, May 13-15. His panels, "Rocking the Boat: New User Experiences and Content Discovery" (May 13, 12:45 PM) and "OTT Services in a Pay-TV World" (May 14, 10:45 AM) will provide consumer perspectives into the digital media and online video markets specifically.

For more information on the research included in this article, please contact Parks Associates via email.

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