We are currently experiencing a massive shift in the way that consumers access their favorite content. Big, bulky cable packages are no longer in high demand. The vast majority of consumers now want content in small, bundled offerings. And above all else, they want to access content through applications instead of traditional channels.

Something interesting is happening, though. While applications were supposed to make life easier for consumers, they are actually proving to be burdensome. Consumers may not be flipping through channels like they once did, but now they are flipping through applications in search of their favorite content.

It’s common, in other words, to spend more time actually looking for something to watch than viewing content itself!

As more and more content makes its way onto applications over the next few years, this problem will only get worse for consumers. And this will create a massive opportunity for pay TV providers.

Here’s why:

As content becomes increasingly decentralized, consumers will long for the days when they had access to all of their favorite programs in a centralized hub. Pay TV operators can once again fill this need, by transitioning into content aggregators—pulling together content from soiled channels and making it easily searchable.

Imagine a service like Sling, for instance, but greatly enhanced. Content will most likely continue to live in separate applications, but it will be easily accessible through a single search bar or on a scrolling menu.

What’s more, set top boxes of the future will pull metadata from other connected devices, to provide targeted, contextual content to consumers.

Cable operators should therefore start looking ahead to this new era of ultra-connectedness with enthusiasm. The cable industry may be changing before our very eyes, but it’s exciting to think about the new potential ways operators will be able to engage with customers and deliver optimized content.