Why Empathy Is Essential To Digital Success

Tim Bleasdale wants more tailor-made products and less copy-cat culture for on-demand video services.

- Tim Bleasdale

The over-the-top (OTT) video market has become saturated. There are over 200 OTT video services available in the US, while 40 per cent of UK households subscribe to services such as Netflix and Amazon Prime. Major players like Disney are getting into the on-demand industry, as content producers try to keep pace with shifting broadcast models.

This means that consumers are faced with an almost overwhelming level of choice. In an era where there are more screens and services vying for viewers’ attention than ever before, having the best content is important. For a service to stand out, however, it’s crucial to have the right user experience. Because of this, a considered approach to design is essential. I believe that this should be driven by empathy.