There was a time when everyday tasks required significant effort, even listening to music. Listening to your favourite song meant hearing it, struggling to identify it, then driving to a record store, parking, finding the store, hoping the CD was in stock, buying it, and then driving home to listen to it.
Watching a new movie required a trip to the video rental store.
Even paying bills or managing finances meant standing in line at the bank.
Today, however, most of these tasks can be done without moving from the comfort of your couch, or even with just a voice command. This seismic shift in consumer behaviour is driven by one powerful force: convenience.
“Closer to the Couch” is a megatrend that represents the broader movement towards customer-focussed decentralisation, where industries are moving services and products closer to the end consumer—often into their homes, on their couches—by using a user-centric design mentality matched with cutting-edge technologies.
It’s not just a matter of saving time; it’s a fundamental reshaping of how we engage with the world around us. From entertainment to healthcare, energy, finance, and even education, this trend has been, is and will continue to reshape industries that have traditionally relied on centralised, physical hubs.
This shift is not happening uniformly. Some sectors, like sport, entertainment and retail were quick to adopt new models and technologies, while others, like healthcare and energy, have been slower to decentralise. But make no mistake—it’s likely every industry will be touched by this powerful force of change. Let’s dive deep into this megatrend, examining the history, drivers, key sectors impacted, and what the future holds for a world increasingly built around the couch.
What is “Closer to the Couch”?
At its core, “Closer to the Couch” refers to the movement towards making products, services, and experiences as easily accessible as possible, with minimal friction for the end-user. Whether it be on the couch, on the go or on the street. It’s a modern take on physical availability—a critical concept in marketing that refers to making products or services easy to find and easy to buy. In the pure bricks and mortar era, this referred to locations, opening hours, service and product availability. In the digital era, this idea has evolved to mean that services can be accessed at home or anywhere, instantly, without any of the traditional barriers of time, effort, or physical distance.
This trend is fuelled by three key technological enablers:
- Mobile technology: Smartphones and tablets have become the primary gateways through which people access these “closer to the couch” services, from shopping to entertainment to healthcare. These devices allow consumers to make purchases, stream content, or book appointments with just a few taps. Smart TVs are not yet the key channel, but it makes sense that they will increase their share of “closer to the couch” commerce.
- Artificial intelligence (AI) and machine learning (ML): AI powers the personalisation of these services, making them not only convenient but also tailored to the user’s specific needs. Whether it’s Netflix suggesting the perfect movie or a digital assistant managing your calendar, AI brings a new level of customisation to home-based experiences.
- Edge computing: By processing data locally, on devices or nearby servers, edge computing reduces latency and enables real-time experiences, such as voice recognition or instant payments. This tech is crucial for bringing data-heavy services, like smart home devices, closer to the user’s couch, offering faster and more efficient services.
What makes “Closer to the Couch” such a revolutionary driver is that it speaks to, and begs decentralised access. Instead of consumers having to go to a centralised location—whether a store, a hospital, or a concert—they can bring those experiences into their home. This shift isn’t about eliminating the physical world, but about merging the best of digital convenience with traditional in-person experiences.
The Evolution of “Closer to the Couch” Across Industries
This megatrend didn’t happen all at once. It started with early shifts in sports, entertainment and retail industries years ago and has since rippled out to sectors as diverse as healthcare, energy, and finance. Let’s take a look at how this decentralisation of services has evolved and what it means for a variety of sectors.
1. Music & Entertainment: The Digital Pioneers
The entertainment industry is arguably the pioneer of the “Closer to the Couch” revolution. In the early 2000s, the music industry faced a crisis. The arrival of peer-to-peer file sharing platforms like Napster showed that consumers wanted instant access to music without the hassle of physical media. While Napster was legally problematic, it laid the groundwork for legitimate digital services like iTunes, which allowed users to buy individual tracks digitally. But the real transformation came with the rise of Spotify and other streaming platforms in the early 2010s.
Today, streaming services account for 80% of the global music industry’s revenue, as consumers can instantly access any song, anytime, anywhere. Physical media, once the backbone of the music business, is now a niche market for collectors and audiophiles. The music industry’s evolution from physical albums to digital files, and finally to on-demand streaming, is a textbook example of how “Closer to the Couch” can reshape an entire business model.
This shift in the music industry was soon mirrored by the video industry. Netflix, which started as a DVD-by-mail service, made the transition to streaming in 2007, and by the early 2010s, it had revolutionised how we watch television and movies. Consumers no longer needed to visit video rental stores or wait for shows to air on TV. Instead, Netflix and its competitors like Hulu and Amazon Prime brought the content to them. In mid-2024, 230 million subscribers regularly use Netflix to watch content on their own schedules, streaming directly to their living rooms. It’s not just convenience; it’s control.
The broader entertainment world soon followed. Gaming, traditionally reliant on physical media like cartridges and discs, has moved towards cloud-based and downloadable platforms. Services like Xbox Cloud Gaming and PlayStation Plus allow players to access games instantly, without needing high-end consoles or large storage capacities. The entire entertainment ecosystem—from music and movies to games—has moved closer to the couch.
2. Sport: From the Pitch to the Couch
Sport is one of the earliest industries to embrace the “Closer to the Couch” trend. Long before streaming services, the introduction of live sports broadcasting on television brought the experience of the game to a much wider audience. Major sports leagues like the NFL, Premier League, and NBA recognised that their fanbases weren’t limited to ticket holders—they could reach millions of fans directly in their homes. The introduction of television transformed sports from a local, in-person experience to a global entertainment phenomenon.
Today, streaming services have taken this even further. Sports like Formula One and MLB allow fans to stream live matches directly from their couch, with a range of advanced features like multi-angle views and real-time statistics to enhance the experience beyond that of an in-stadium spectator. The Apple Vision Pro to offer even more immersive, couch-based sports experiences, allowing fans to feel as if they’re in the stadium without leaving their living room.
While the in-person experience of attending a game remains incredible, the fact that sports can be consumed anytime, anywhere has grown fanbases exponentially. It’s one of the most successful examples of how decentralising access to an experience can increase its reach and profitability. And sports that are generally easier to watch on a screen versus at the location (including Motor Racing, Test Cricket and major events such as the Olympics) may stand to grow at a greater rate.
3. Retail & E-commerce: The Shopping Revolution
While the entertainment industry was one of the first to embrace the shift toward decentralisation, retail wasn’t far behind. The concept of mail order, which originated in the late 19th century and was driven by the extensive rail networks out of Chicago, laid the groundwork for bringing products directly to consumers. Companies like Sears, Roebuck and Co. revolutionised shopping by delivering goods across the U.S., eliminating the need for rural consumers to visit stores in distant cities. This early model of remote retail decentralised shopping, setting the stage for future innovations.
However, it was the rise of Amazon in the late 1990s that truly transformed how we shop in the digital age. What began as an online bookstore quickly evolved into an e-commerce giant that now sells everything from groceries to furniture, fundamentally altering consumer expectations for speed, convenience, and accessibility. Amazon built upon the foundations of mail order by offering a vast inventory online, paired with increasingly rapid delivery, bringing retail even closer to the consumer’s couch.
E-commerce is expected to reach $7.4 trillion by 2025, driven largely by the demand for instant, frictionless purchasing. Today, consumers expect fast and convenient access to products, often with same-day or next-day delivery. Amazon Prime has become synonymous with convenience, offering subscribers faster shipping and a range of digital services, all designed to bring products as close to the consumer as possible.
This trend accelerated dramatically during the COVID-19 pandemic. Online grocery services like Woolworths, Instacart, and Ocado became essential, as lockdowns forced people to stay at home. Even post-pandemic, many consumers have stuck with the convenience of home delivery, reshaping the grocery industry in the process. As of 2023, 70% of consumers in markets like the U.S., U.K., and Australia have used online grocery services at least once.
However, some areas of retail are slower to adopt this shift. Luxury fashion and high-end goods are still grappling with how to create the instant accessibility consumers want without sacrificing the exclusive experience associated with their brands. While virtual try-on technology and online luxury retail are growing, many high-end retailers are hesitant to fully embrace the decentralised model, fearing it could dilute the value of their products. Consumers have taken the matter into their own hands, however, often by ordering multiple sizes of the same item and taking advantage of free returns. A closer to the couch hack that is costing retailers dearly.
4. Work From Home: The Decentralisation of Offices
The COVID-19 pandemic not only transformed retail and entertainment but also sparked one of the most significant shifts in how we work. Work from home (WFH) was already gaining traction with the rise of digital communication tools, but the pandemic catapulted it into the mainstream. According to a survey by Gartner, 82% of companies plan to allow remote or hybrid work options in the post-pandemic world.
This shift has decentralised the traditional office, moving it closer to the couch. Digital collaboration platforms like Zoom, Slack, and Microsoft Teams became indispensable during the pandemic, enabling employees to work from anywhere. The need for physical office space has diminished for many industries, allowing companies to reduce overhead costs while providing employees with greater flexibility.
This decentralisation of work is part of a broader movement towards remote and hybrid models, where employees can choose how and where they work. In industries like tech, finance, and media, this trend has fundamentally reshaped business operations, and it’s unlikely to be reversed without some resistance, despite the mounting evidence that productivity levels are suffering as a result.
5. Healthcare: A New Frontier of Decentralisation
Healthcare is a sector that has been slower to embrace the “Closer to the Couch” trend, but the shift is now well underway. Traditionally, healthcare has relied on centralised, in-person services, with hospitals and clinics serving as the main hubs for patient care. However, the COVID-19 pandemic dramatically accelerated the adoption of telehealth and remote monitoring technologies.
Telehealth, which was once a niche offering, surged during the pandemic, with usage increasing by 3,800%. By 2024, the telehealth market is expected to exceed $250 billion, as patients increasingly prefer the convenience of online consultations. Whether it’s a quick check-up or a mental health therapy session, patients can now consult doctors from their homes, reducing the need for travel and waiting rooms.
But telehealth is only part of the story. In-home medical treatment is the next frontier in decentralising healthcare, moving beyond just consultations and monitoring to include more advanced medical services delivered right in the patient’s home. Technologies such as portable diagnostic devices, wearable health trackers, and remote-controlled medical equipment are allowing healthcare providers to offer treatments that were once confined to hospitals or clinics. For example, patients can now receive IV therapy, dialysis, and even chemotherapy from the comfort of their homes, supervised remotely by medical professionals. AI-powered tools also assist in diagnostics and monitoring, ensuring that patients receive timely, personalised care. This shift not only improves patient comfort and accessibility but also reduces the strain on centralised healthcare facilities, creating a more flexible, scalable system of care delivery.
However, the decentralisation of healthcare has its limits. Complex procedures like surgeries and emergency care still require in-person expertise and centralised facilities. This highlights one of the nuances of the “Closer to the Couch” trend: while some aspects of healthcare can be decentralised, others may never fully make the shift. This is a sector where a hybrid model—blending in-person care with digital services—is likely to persist.
6. Energy: Power to the People
Another industry being reshaped by decentralisation is energy. Traditionally, energy has been provided by centralised grids that distribute electricity from large power plants to homes and businesses. However, the rise of decentralised energy systems—especially residential solar power and battery storage—is giving consumers more control over their energy usage.
In 2024, residential solar installations surged, and the global market is expected to hit $223.3 billion by 2026. With the combination of solar panels and home batteries like Tesla’s Powerwall, consumers can now generate and store their own electricity, reducing their reliance on centralised grids. This shift is about more than just sustainability; it’s about autonomy. Homeowners who invest in decentralised energy systems can produce their own power and even sell excess energy back to the grid, creating a more flexible, resilient energy ecosystem.
The decentralisation of energy is not just happening in individual homes. Large-scale renewable energy projects, such as wind farms and community solar arrays, are also decentralising energy production. While centralised grids are still essential for balancing supply and demand on a large scale, decentralised systems offer consumers more choices and greater control over their energy needs.
7. Finance: Crypto vs Central Banks
Perhaps one of the most disruptive examples of decentralisation is the rise of cryptocurrencies. Traditional finance is deeply centralised, with governments and central banks controlling the issuance and flow of money. But cryptocurrencies like Bitcoin and Ethereum represent a complete departure from this model. These decentralised digital currencies operate on blockchain technology, allowing individuals to transfer and store value without the need for intermediaries like banks.
While cryptocurrencies are still far from mainstream adoption, their potential to decentralise finance is immense. Cryptocurrencies offer consumers the ability to transact directly with one another, across borders, without the fees and delays associated with traditional banking systems. This is especially important in countries where financial infrastructure is weak or corrupt.
At the same time, central banks are beginning to fight back, developing Central Bank Digital Currencies (CBDCs) to maintain control over their monetary systems. The race between decentralised cryptocurrencies and centralised digital currencies is a clear example of how the “Closer to the Couch” trend is disrupting one of the world’s oldest and most centralised industries.
8. Education: From Classroom to Couch
Education has been slower to decentralise than entertainment or retail, but the shift is now underway. Traditionally, education has relied on physical, centralised institutions like schools and universities. But the rise of online learning platforms such as Coursera, edX, and Khan Academy is challenging that model.
These platforms offer world-class education directly to students, no matter where they are. The COVID-19 pandemic accelerated the adoption of online learning, with many universities moving classes online during lockdowns. While traditional, in-person education remains essential for many disciplines, online learning offers unparalleled flexibility, allowing students to access courses from top universities without ever setting foot on campus.
Corporate training has also embraced this shift, with platforms like LinkedIn Learning and Udemy making professional development available on-demand. However, full decentralisation of education remains a challenge, particularly in fields that require hands-on learning or in-person networking. Education may never become fully couch-centric, but the growth of online learning shows how even the most traditional industries are evolving to meet the demands of convenience and accessibility.
Moving Closer to the Couch: A Strategic Playbook for Businesses
As a marketing and digital strategist, I’ve seen countless businesses wrestle with the changing tides of consumer expectations. The question all businesses need to ask themselves today is “How might we move closer to the couch?” It’s no longer just a trend—it’s an expectation. Consumers want services and products to be frictionless, accessible, and immediate. The more value you can bring to them directly in their homes, the more available you are, the easier you are to purchase from, therefore the more likely you are to generate revenues over others who are less available.
So, what value can your business bring closer to the consumer’s couch? And how can you grow your revenues and ideally gross profit while doing so? Here’s a step-by-step guide to making that shift:
1. Start by Understanding What “Closer to the Couch” Means for Your Business
The first step is to ask the right questions:
- What does moving “closer to the couch” mean for your industry and your business?
- How can you remove friction from your customer’s journey?
- What products or services can be digitised, streamlined, or made more accessible?
Consider where your consumers already interact with your brand. Do they physically visit stores, log into an app, or use a website? What steps can be eliminated, shortened, or digitised to meet them where they are? What screens are you available on? For example, retailers might consider how they can shift more of their product offering online, while service providers could explore the use of Smart TVs to drive teleconsultations or virtual services.
Businesses that successfully move closer to the couch focus on convenience and personalisation. These are the real drivers of value for customers today.
2. Identify the Core Value You Can Bring to the Consumer’s Couch
Next, define the unique value you can bring to customers at home. Whether you’re selling a product or offering a service, think about how you can create an experience that’s even more valuable than a physical interaction.
- Can you offer immediate access or faster delivery than your competitors?
- How can you personalise your offering for individual customers?
- Can you integrate new technology, like AI or edge computing, to improve speed or efficiency?
For example, if you’re a fitness brand, can you offer on-demand workout classes streamed directly to customers’ TVs, paired with personalised progress tracking? If you’re in healthcare, can you integrate remote monitoring or telehealth consultations to provide more accessible, at-home care? If you are in the travel industry, how can you help families plan their holidays through the use of immersive home environments such as Smart TVs and Smart Speakers?
It’s not just about replicating the in-person experience—it’s about enhancing it in ways only digital platforms can. When businesses bring more value directly to the couch, they inherently drive customer availability and sales conversion improvement.
3. Invest in the Technology That Drives Convenience
For most businesses, moving closer to the couch means embracing technology. This requires making strategic investments in platforms, tools, and infrastructure that reduce friction and enhance accessibility. Some key areas to consider include:
- Mobile-first experiences: If your product or service can’t be accessed seamlessly on mobile devices, you’re already behind. Investing in a mobile-first approach—whether through apps or responsive design—is essential for modern consumers who interact with brands through their phones.
- AI and automation: Using AI for personalisation can create a frictionless experience by anticipating customer needs before they even express them. Whether it’s personalised product recommendations, AI-driven customer service, or automated processes, these tools can significantly enhance customer satisfaction.
- Edge computing and fast data: If your service involves heavy data or fast processing, edge computing ensures data is processed closer to the user, reducing lag and increasing performance. Whether it’s home automation, fitness tracking, or any service reliant on real-time updates, edge computing ensures faster and more responsive customer experiences.
4. Expand Revenue Streams While Increasing Convenience
Bringing value closer to the couch also presents the opportunity to unlock new revenue streams. As you extend your services or products into the home, look for ways to expand your offering without significantly increasing costs. This often leads to increased gross profit through more efficient operations and expanded reach.
For instance, a telehealth provider can offer premium, subscription-based services for continuous monitoring and personalised health advice. A retailer can create subscription boxes with personalised product curation based on consumer preferences. Even traditional industries, such as automotive, can explore delivering at-home test drives or subscription models for electric vehicles that are recharged from the comfort of the consumer’s driveway.
The goal here is to build recurring revenue models that tie consumers closer to your brand. Convenience-based services are perfect for building long-term, subscription-based revenue, increasing customer lifetime value without the added costs of physical operations.
5. Design for Scalability and Adaptability
Any strategy to move closer to the couch needs to be scalable and adaptable. The future is unpredictable, and while current trends point toward decentralisation, businesses must remain nimble and ready to adjust. This is where investing in cloud infrastructure and agile systems pays off. With scalable technology, you can easily expand your reach and offer more products or services without significant overhead.
Businesses must be prepared to continually adapt their strategies as consumer behaviour shifts and new technologies emerge. Whether it’s integrating more AI-driven insights, experimenting with augmented reality, or evolving your customer service models with chatbots or virtual agents, building flexibility into your business will ensure that you stay ahead of the curve.
6. Prioritise Customer Experience as the Ultimate Differentiator
At the heart of moving closer to the couch is the customer experience. It’s not just about convenience; it’s about crafting a seamless, intuitive experience that keeps your customers coming back. As you build digital platforms, streamline delivery, or introduce new at-home services, focus relentlessly on the end-to-end experience. Ask yourself:
- How easy is it for a customer to interact with my brand?
- Does my service anticipate their needs and deliver solutions quickly?
- Am I creating emotional value by making my service an indispensable part of their daily life?
- Am I thinking about every potential screen as a sales touchpoint?
Brands like Lufthansa, Amazon, and Netflix have thrived by putting these principles at the centre of their business model. They’ve created ecosystems that are not just convenient but immersive, personalised, and deeply ingrained in the consumer’s habits. The closer you can bring your brand to the everyday life of your customers in their homes, the higher the likelihood of repeat purchase.
The Future is Closer to the Couch
The journey toward moving closer to the couch isn’t just about adopting the latest technologies or offering convenient services—it’s about rethinking how your business engages with consumers in a way that maximises value, convenience, and accessibility. By continually asking, “How might we move closer to the couch?” and strategically implementing changes that drive convenience, businesses can carve out new growth opportunities and build stronger, more profitable relationships with their customers.
In a world where convenience reigns supreme, those who successfully answer this question will be the ones driving future growth, while those who resist this shift risk being left behind. Embrace the revolution, and ask yourself how your business can move closer to the couch—both for your customers’ benefit and your own bottom line.
The “Closer to the Couch” Revolution
As decentralisation continues, the future of business will depend on how well companies can balance convenience with personalised experiences. Industries that can integrate digital services with in-person experiences will thrive, while those that fail to adapt risk being left behind. The couch is no longer just a place to relax—it’s becoming the new centre of consumer engagement, reshaping the way we live, work, and play.
