Understanding Frictionless Video Content Consumption

CTA’s Understanding Frictionless Video Content Consumption research report was co-sponsored by CTA’s Video Division Board and Content and Entertainment Council. 
This research was conducted to understand what drives — and prevents — frictionless content consumption for consumers across the ecosystem of content, platforms and devices; how friction impacts engagement and brand perceptions; and where opportunities exist to reduce friction.

Specifically, this research aims to:
•    Understand how video consumption fits into daily routines across devices and environments
•    Define what “frictionless” content consumption means to consumers and how they envision the ideal viewing experience
•    Identify, categorize and prioritize sources of friction across the ecosystem
Examine how viewers respond to friction (such as trade-offs they make for convenience and access) and explore how it affects engagement, decisions and brand perceptions

Published: October 2026

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