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 Members $0 Non-Members $1,999 If you are a CTA member and are having trouble accessing the reports in our CTA Store, please try some of the troubleshooting tips.