The sheer amount of content available to viewers is overwhelming. It is said that a user can spend more than a thousand years watching all of the videos on YouTube alone. Other OTT services have less content to offer, and while recommendation engines do well in suggesting movie picks, people still spend too much time browsing.
Today, users want instant results. No one likes to waste half an hour choosing a movie or TV series, only to realize halfway through that it isn’t in line with their tastes -- yet in reality, we do it quite often. As the OTT market has become highly competitive, the solution to keeping users around lies in providing them with the ability to instantly select something they will enjoy.
Often times we talk to our colleagues and friends and we recommend content to each other, discussing the pros and cons, while also keeping in mind their preferences. A future scenario could be one where users ask Alexa or Google Assistant what TV series or movies they should watch, and then get an accurate recommendation.