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Personalization in Entertainment Services

  • ID: 4030627
  • Report
  • September 2016
  • Region: Global
  • 50 Pages
  • Parks Associates
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Personalization is becoming an increasingly important element in the entertainment world. Competitors are using personalization features and technologies to define services, derive new revenues, and build a loyal base of customers. This report looks into trends in personalization of content services, technologies related to personalization, and the impact of personalization on monetization. The report also examines consumer use of personalization and its impact on use and perception of entertainment services.

Personalization, the tailoring of a product or service to the interests, preferences, or needs of user, is a trend impacting all aspects of the connected consumer’s lifestyle. Consumers have come to expect their connected world to adapt to their needs and preferences, from their connected devices to the music, video, and gaming services they use. This report defines personalization in the entertainment world and examines the evolution of personalization for entertainment services, including innovations, risks, and opportunities. The report assesses trends in all areas of personalization, including identification of users, data collection and profiling, and application technologies. The report includes a forecast of diffusion of personalized discovery among pay-TV subscribers around the world.

Report Purpose and Scope:

Personalization in Entertainment Services provides the following:

  • Descriptions of the drivers for personalization overall and entertainment services in specific.
  • Definition of the hierarchical layering of personalization that has evolved over time and exists in the market today.
  • A summary of the elements of personalization, including identification, profiling, and application.
  • An analysis of:
    • The types of identification / authentication technologies used today in entertainment services, including federated authentication, biometric / voice-based authentication, and use of smartphones to authenticate users
    • The use of artificial intelligence in personalization applications
    • The importance of the ongoing evolution of metadata to new types of personalization
  • An assessment of issues surrounding the collection of personal data, consumer privacy, and security of personal information.

While this report examines personalization from a worldwide perspective, emphasis falls on markets in North America and Western Europe where personalization features are experiencing the widest adoption and greatest growth. 

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1.0 Report Summary
1.1 Report Purpose and Scope
1.2 Research Approach/Sources

2.0 Executive Summary

3.0 The Need for Personalization

4.0 The Hierarchy of Personalization

5.0 The Impact of Personalization

6.0 The Elements of Personalization
6.1 Identification-Who is the User
6.1.1 Manual Authentication
6.1.2 Automatic Identification
6.1.3 Security Token Authentication
6.1.4 Biometric / Voice-based Authentication
6.1.5 Federated Authentication / Single Sign-On
6.1.6 Identity / Authentication Technology Vendors
6.2 Profiling-Understanding the User
6.2.1 Collecting Personal Data
6.2.2 Privacy, Security, and Personalization
6.2.3 Profiling / Data Security Technology Vendors
6.3 Application-Serving the User
6.3.1 The Increasing Use of Artificial Intelligence (AI)
6.3.2 The Continued Evolution of Metadata
6.3.3 Personalization Spotlight: Netflix
6.3.4 Personalized Application Technology Vendors

7.0 Forecast
7.1 Forecast Methodology
7.2 Forecast

8.0 Implications and Recommendations

9.0 Appendix
9.1 Glossary
9.2 Index
9.3 Image Sources

List of Figures:
Contributing Companies
The Hierarchy of Entertainment Personalization
Elements of Entertainment Personalization
Identity/Authentication Technology Vendors
Consumer Concerns about Data Privacy
Interest in Privacy-related Services
Profile / Data Security Technology Vendors
Awareness of Pay-TV Discovery Features
Personalized Application Technology Vendors
Global Forecast Methodology for Personalized Content Discovery in Pay TV
Global Forecast - Subscribers Receiving Personalized Discovery via Pay-TV Service
Global Forecast - Penetration of Personalized Discovery among Pay-TV Subscribers

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Brett Sappington - Senior Director of Research
Alexandra Martin - Research Analyst
Patrice Samuels - Senior Analyst

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