I'm not sure I entirely agree, although I understand what you are saying. I think it makes sense for video providers to begin distinguishing between different members of the same household, and recognizing individuals on their devices. In that sense, a personalized service does make sense to me.
I think you are right in saying consumers don't want personalization to be an excuse for deluging them with targeted ads, but they do want to be able to stop paying huge cable, satellite or IPTV bills for a lot of content they don't want.
But if you don't want ads, how would you like to pay for the content you want? By the piece, like the iTunes model? Because if you don't accept an ad-based model, there has to be another model or there won't be any content. You don't work for free, why should all the folks who create and provide content?
I don't want personalized recommendaitons on what to watch from my video provider. I'm already inundated with recommendations from social media, email, spam, etc.. If you're really interested in improving my video experience, then understand this: I want to watch what I want when I want and how I want it. And I don't want to watch ads. (Sorry, I know this is how the TV business model works, but we're talking about what I want, not what you want.) And I want to stop paying for hundreds of useless channels that are of no interest to me. Fix these things and you'll have a loyal cusotmer for life. But personal content recomendations? I think that is just code for "we're going to compile a dossier on you so we can try to extract more money from advertisers".
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