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Issue link: https://digital.macdirectory.com/i/1359241
“Everyone wins!” But people are mentally tired of searching through the 4-7 services looking for “something!” Options like Roku, Amazon Fire and Apple TV devices are okay solutions. But folks really want one aggregated solution that’s well developed and well executed – one that gives them a wide choice of content and manages their content billing all in one house. Yeah, it’s the old Pay TV bundle you ditched but without the forever, no-break contract. McLennan contends that they’re well positioned to handle the task since Comcast, Charter, Sky, Rogers, all of them; have the audiences, relationships and pipes and are already serving three quarters of the entertainment audience. Far from SVODs being competitors of the aggregators, there are strong benefits because they can add services/content without having to wade through the heavy lifting negotiations. Of course, streamers aren’t willing to share subscriber data but the big three (Netflix, Amazon, Disney) have already hammered out the details with pipe service providers in many countries around the globe. The next phase for them is a range of slimmed-down Pay TV bundle options combined with AVOD and subscription options. Then they can offer the single unique service consumers have been begging for – search and discovery across all of the customer’s content sources to provide entertainment recommendations based on the most popular content as well as their viewing habits/experience. Organizations like Comcast have already added integrated voice and text search, single remote control and fairly simple billing. In addition, they’ve added home security solutions as well as fixed and mobile phone services to become more useful, more indispensable to the family. In the long term, the move will benefit everyone in the M&E ecosystem … especially the consumer. Imagine a solution where everyone will be treated equal and everyone will win. It’s like Detroit said in Sorry to Bother You, “We will have a transformative experience.” It’s about freakin time!