Super Aggregation: Reshaping Content Consumption in 2025

ConnectedTV Highlights & Industry Insights

The way we watch TV has transformed radically, with viewers now juggling an average of four streaming services – yet 75% still struggle to find something to watch. Content distribution is more fragmented than ever, audiences are overrun with choice, and managing multiple subscriptions has become overwhelming. This fragmentation isn’t just frustrating – it’s costly. The average U.S. consumer now spends nearly $1,000 per year on streaming services, an amount that, when combined with internet fees, rivals a traditional cable bill. Little wonder that consumers are gravitating back to the idea of a single content hub that gives access to everything in one place. Enter super aggregation – the industry’s answer to this chaos.

At events like the Connected TV World Summit 2025, industry leaders echoed this vision; the conference emphasized “discoverability”, “personalization”, and “super aggregation” as the keys to the future. In short, the evolving landscape demands a return to simplicity – a one-stop destination where viewers can discover content without jumping between platforms.

Seamless Content Access: One-Stop Entertainment Hub

A priority for super aggregators is delivering a truly frictionless viewing experience. The goal is simple: let users access any content – live TV, on-demand shows, streaming apps, or even short-form videos – all from one unified hub with minimal effort. Pay-TV operators and platform providers are doing the “basics” exceptionally well: removing as much friction as possible between the start screen and the show or movie the viewer wants to watch. This means seamless deep-linking into a growing array of subscription services and free streaming platforms that are onboarded into the aggregator’s interface. The user shouldn’t have to know (or care) which platform a title resides in; a universal search or menu should take them straight there.

In practice, seamless access involves thoughtful UX innovations. Some TV providers now blend linear and on-demand content in creative ways – for instance, surfacing films from tonight’s broadcast TV lineup alongside Netflix or Amazon originals on the home screen. By exposing hidden gems from the traditional TV schedule next to streaming options, the platform becomes a one-stop shop. This not only delights viewers with more choices, it also keeps them within the same ecosystem. As content catalogs update daily (especially with live TV schedules), super aggregators are focused on real-time content discovery so that people can find what they want quickly and don’t jump out to other devices . Even popular free content like FAST (free ad-supported TV) channels, YouTube, or TikTok videos are being considered for integration, underscoring the ambition to be the default gateway for all content. The message for 2025 is clear: the best aggregator is an effortless, one-stop entertainment hub where browsing, searching, and switching between content sources is smooth and invisible to the user.

Monetization & Bundling: New Strategies for Growth

With personalized discovery and seamless access in place, the question becomes how super aggregators can drive revenue and sustainable growth. The answer, as highlighted at the summit, is through innovative monetization strategies . We’re seeing pay-TV and telecom operators bundle multiple services together – sometimes even offering certain streaming apps for free as a perk – to add value for subscribers. In fact, some operators can afford to include a popular streamer at no extra cost because they recoup it by increasing customer lifetime value across broadband, mobile, and TV products . This “hard bundling” approach not only differentiates their offering but also locks in loyalty with a higher overall ARPU (average revenue per user).

New creative bundling programs are emerging. For example, one European telco now rewards its customers with loyalty points that can be redeemed for streaming services. A household that has both mobile and internet with the provider can choose a free Netflix Basic or sports streaming subscription as a loyalty reward, and with more points they can even get HBO Max or Disney+ included. Crucially, users can swap these choices each month, giving them flexibility and a taste of various services without constantly managing separate bills. This kind of subscription management – where the super aggregator lets viewers easily add, drop, or sample streaming subscriptions on the fly – turns the platform into a convenient content concierge and wallet. It addresses a real consumer pain point: subscription fatigue. By simplifying account management (even enabling one-click “unsubscribe” from a service via the TV interface), the aggregator builds trust that it’s looking out for the customer’s interest, not just pushing sales.

Meanwhile, not all monetization is about direct subscription revenue. Advertising-supported content is also part of the equation. Integrating FAST channels or AVOD content brings in ad revenue and keeps users engaged with free content segments, which can then upsell them to premium options. Additionally, data insights from user behavior open up opportunities for targeted promotions – for instance, recommending a discounted add-on package during a relevant live event (like a special sports pass before a big game). In 2025, successful super aggregation means not only unifying content, but also unifying the value proposition: giving consumers a better deal (or experience) and extracting value in return through higher engagement, loyalty, and cross-service uptake.

Implementing this next generation of super aggregation is complex. It demands robust data infrastructure, advanced metadata, and flexible business models to support things like cross-service search and dynamic bundling.

The Path Forward – Innovation with the Right Partner

No single operator or streaming app can do it alone – it takes the right technology partners to bring these pieces together. This is where Simply.TV comes in as an ideal innovation partner. Simply.TV’s platform is designed to empower super aggregators, providing rich, structured metadata and content discovery tools that make personalized, seamless experiences possible at scale. For instance, leading operators like Allente in the Nordics have teamed with Simply.TV to deploy a unified content discovery service spanning 300+ linear channels, on-demand libraries, and third-party streaming providers. Simply.TV’s next-generation metadata system introduces advanced discovery features – from dedicated sports and kids sections to real-time program updates – enabling viewers to find content with unprecedented ease across all their services.

By partnering with Simply.TV, service providers gain access to high-quality metadata and discovery solutions that power next-generation aggregation experiences. Simply.TV’s structured metadata and enriched content discovery tools lay the foundation for AI-driven recommendations, unified program guides, and voice search across apps—allowing operators and platforms to build seamless user experiences. In short, the future of super aggregation will be won by those who combine visionary strategy with executional expertise. 

As 2025 unfolds, Simply.TV is at the forefront of enabling a TV experience that is deeply personalized, effortlessly accessible, and financially rewarding for stakeholders. With the right approach—and the right data partner—the promise of super aggregation is within reach, delivering a win-win for both viewers and the industry.

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