Chip Canter, the former GM of Verizon’s ad-based go90 service, has been named global chief revenue officer of Massive Interactive, a U.K.-based maker of user experience products.

Canter, also a former NBCUniversal exec, most recently was GM of Verizon’s Digital Entertainment business.

At Massive, he will lead the company’s global sales, business development and marketing growth strategy, and will play a major role in Massive’s U.S. expansion plans. Canter will be based out of Massive’s New York Office.

Massive’s customers include AT&T, BBC, SKY, Telecine, YouView, Foxtel, Channel 5 UK, Bell Media, Sony Pictures Television, DAZN, Deutsche Telekom, Telstra, and Freeview.

“Few people understand our market landscape and technology environment like Chip does. He has dealt with the pressures faced by OTT businesses and has first-hand experience working with global media companies,” Massive CEO Ron Downey said, in a statement. “Chip joins us at a time of great growth and change and there’s no doubt he will prove to be a valuable asset in helping Massive double down on its recent success.”

A solid user experience is a top desire from consumers on smart TVs and TV-connected streaming devices, Parks Associates found its a new “Market Snapshot” study of that sector.

Per the study, navigation was a the top reason cited by consumers in terms of which attribute drives ease-of-use in in-home entertainment devices, edging out content discovery and ease of set up. Of less importance were the number of video formats supported, whether they work with PCs and other devices, and the level of customer service (see chart).

Updated:Parks Associates said most of the data in the snapshot comes from a Q1 2017 survey of about 10,000 people, which it used to draw its conclusions about UX becoming a key focus for smart TVs and streaming players. It also drew those conclusions in part to discussions with industry execs and the firm's own insight. 

 Parks Associates said 45% of U.S. broadband homes now have a smart TV, currently the most commonly used platform for those homes when it comes to accessing online video content.

Notably, 11% of U.S. broadband homes have a “strong intention” to buy a 4K/Ultra HD TV this holiday season, though overall device sales of flat-panel TVs have flattened out, noted Jennifer Kent, director of research quality and provide development at Parks Associates.

 “As a result, we are seeing new partnerships among device manufacturers focused on ways to improve or refresh the UI of the smart TV, to make the device easy to use and a single point of content in the living room,” she said.

Recent examples include Samsung’s integration of Amazon Music into its smart TVs, and new TV products from Philips that are powered by Roku’s OS.

RELATED: Philips Launches First Roku TV Model 

The study also found that more than 50% of U.S. broadband homes find voice control appealing for entertainment and smart home devices, and voice control for all devices, including TVs, security systems and appliances.

Accedo, a maker of multiscreen interfaces, said it has landed up to $10 million in additional capital through a partnership with SEB Private Equity of Stockholm that will be used to accelerate growth and expand product development.  

Accedo said the deal will allow earlier investors in the company, including Industrifonden and Acacia, to exit.

Updated: Accedo has raised about $16M in total, an official said.

Accedo also appointed video industry vet James Ackerman as chairman of the board. Ackerman is late of A&E, BSkyB, OpenTV, and the Documentary Channel. Ackerman recently served as executive chairman of Broadway Systems, an advertising management software company that was acquired by SintecMedia in 2015.

“We’re excited to partner with SEB Private Equity to go to the next level, Michael Lantz, CEO and co-founder of Accedo, said in a statement. “They share our vision of the market development and what a company like Accedo can deliver to truly transform the way consumers experience video services. We firmly believe that we’re still only in the beginning of the transformation of video consumption as we know it and we’re looking forward to continue our 12-year growth trajectory in the future.”

“It’s rare to see a transformation of an industry such as what we’re seeing in the TV industry at the moment,” added Ackerman. “The traditional value chain is evolving with new and existing players embracing OTT technologies to reach consumers and monetise video content in new and innovative ways.”

Stockholm-based Accedo has raised $11.27 million, according to CrunchBase. It was founded in 2004. 

Accedo's customers include OSN (a pay TV provider in the Middle East and North Africa); Cinépolis, a cinema chain based in Latin America; Sky Deutschland; and maxdome, an SVOD service in Germany.