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May 31, 2024 11:35 AM

Super Aggregation Done Right: How Telcos Can Win in the Age of Streaming


Today, consumers are experiencing choice paralysis amidst an abundance of streaming content options. In fact, they’re so overloaded with content choices that Telcos and Pay TV operators have a genuine opportunity to position themselves as the go-to entertainment destination. Super aggregation – combining disparate services into one platform to simplify content choice and improve the viewing experience – is the way to go. But it’s not as simple as it sounds, and knowing what to consider up-front is key.  

This article we look at some great examples of super aggregation in action and how providers can overcome these challenges and offer frictionless, consumer-centric entertainment experiences that engage and retain viewers.  


What is Super Aggregation?  

Super aggregation is the grouping of two or more separate services or products together under one integrated platform. It offers simplicity in access, a streamlined experience, and often savings to the consumer. In the context of Telco, super aggregation allows operators to bundle over-the-top (OTT) streaming services, live linear, TV anywhere catch-up content, and potentially other services like gaming or domestic appliances control, to create a rich and personalized experience for their subscribers. But there’s one golden rule to successful super aggregation: be consumer-centric. If Telcos and Pay TV operators consider the needs of modern consumers and design their super aggregation offerings accordingly, they will be able to grab a greater share of the market while increasing viewer satisfaction.  


Navigating the Complexities of Super Aggregation: Strategies for Success  

Super aggregation is definitely promising but also comes with pitfalls.  Here are the top challenges that Telcos and Pay TV operators can tackle to make the offering truly user-centric:  

Aggregation and Curation:  

  • Users want choice, but with convenience: A large library of content from various sources but accessed in a unified manner. Operators will need to build strong partnerships to aggregate content from different traditional and OTT sources such as Netflix, Hulu, and Disney+.  
  • Users want simplicity, with personalization: Having so much choice is great, but it can also mean overwhelming the users. Intelligent curation can solve this problem. By investing in AI based recommendation engines and personalized playlists, the content discovery can be made a delightful and personalized experience. Intuitive filtering and search will also enable users to quickly access the content that matters to them.  

User Experience:  

  • Users want an easy-to-use interface: There is no compromise on this. Telcos and Pay TV providers will need to ensure intuitive navigation, personalized recommendations, and a watchlist that is accessible across all devices. User testing with frequent feedback loops will be critical to continually improving the platform and offering a frictionless experience across all screens.  

Content Discovery:  

  • Users want to discover what they want to watch easily: Today’s users need more than a plain search bar. They need personalized recommendations that anticipate their needs, “continue watching” that resumes where they left off, and intuitive search filters that cut through the noise to help them find that perfect movie or show. Proactive content discovery will be vital to keeping users engaged and happy.  

Cross-Platform Availability:  

  • Users want a seamless experience: Users want to access their content on their own terms – anytime, anywhere, on any device. Operators will need to ensure device compatibility, cloud synchronization for resume and watch across devices, and offline viewing based on varying connectivity.  

Subscription and Billing:  

  • Users seek transparency and flexibility: They want to control their entertainment spending completely. This implies offering multiple subscription packages, à la carte, and centralized billing that allows them to easily manage their subscriptions.  

Quality of Service:  

  • Users seek reliability and quality: They expect smooth, high-quality streaming with little buffering or interruption. Operators will need to invest in strong infrastructure, leverage CDN for fast and reliable content delivery, and offer responsive customer support in case of any disruption.  

By focusing their efforts on the above user priorities, Telcos, and Pay TV providers can make super aggregation their next value-adding proposition. In a market with intense competition, focusing on the end-user experience is the only way to stand out, drive customer loyalty, and eventually be successful in the long term.  


Case Study: How TELUS is transforming pay TV & reaching new audiences

TELUS, one of Canada’s leading telecoms, has cracked the code for super aggregation success powered by 3Ready. They know that eliminating friction enhances the customer experience.  

Tabraiz Gani, TELUS’ Director of TV Products and Services, says, “We’re trying to bring together different entertainment ecosystems into one single experience.” And they’re doing just that by leveraging the capabilities of the 3Ready product framework. At our recent webinar, “Telco Super Aggregation in the User-centric Era: A Masterclass from TELUS,” presents their findings. Watch the webinar Here.  

In the webinar, TELUS explains how Stream Plus achieves this by combining the various streaming services, live TV, and on-demand video into one comprehensive, user-friendly interface, simplifying navigation, improving content discovery, and creating a fluid viewing experience across devices.  

Stream Plus and Gani’s comments demonstrate how 3Ready enables Telcos to succeed in the era of super aggregation. TELUS has gained market share and customer loyalty by putting itself in its users’ shoes and removing friction.  



Super aggregation is the key to locking the modern consumer in this fragmented Pay TV market. User-centricity is the way forward for Telcos and Pay TV providers to succeed in the over-the-top era. In addition to aggregation, the user experience must have seamless navigation, intuitive content discovery, and personalized features.  

To learn more about how we can help your entertainment business thrive, book a demo.