The importance of offering relevant content is still a crucial consideration in the TV marketplace as operators go different routes to achieve the same final result.
OTT (over-the-top) streaming has made an undeniably huge impact on the media industry, and experts say there is no end in sight to the growth of OTT services. Media publishers and content creators are well abreast of industry trends, and they know that following the cord-cutters is the right way to go in terms of maximizing reach and attracting new customers.
What is OTT?
OTT stands for over-the-top and is a service that allows users to stream shows and videos across multiple devices with an active internet connection, and without the need for cable boxes or satellite subscriptions.
The flexibility and variety that OTT platforms offer has encouraged more and more people to ditch their cable services as they embrace the term “cord-cutters.” OTT TV is doing so well that it is expected to produce $48 billion in revenue by 2023.
One of the many benefits of OTT platforms Aggregators is the accessibility it offers. Users can stream their video content from their personal computers, mobile phones, smart TVs, or even gaming consoles. All you need is a strong internet connection and a subscription to services like Hulu and Netflix to access a variety of curated content. Some other OTT platforms do not require a monthly or yearly subscription from viewers, and will instead show the viewers selected ads to generate revenue.
OTT advertising is one sector that is growing especially as more viewers ditch the traditional broadcast and cable TV and opt for streaming video content. Marketers are loving the OTT advertising space because it delivers ads directly to viewers, and helps them serve relevant content to the right audience.
While OTT is the answer to a lot of people’s video content problems, there is still a flaw within the industry that many would want to be fixed immediately: customers want easily accessible content all in one place on simonparkes org blog.
There is a wide variety of OTT audiences which include:
OTT Video Viewers The OTT audience is primarily made up of OTT viewers who stream video content like shows and movies on OTT websites or platforms. HBO NOW, Netflix, Hulu, and Amazon Prime are just some examples of OTT platforms.
- CTV/IPTV Viewers
OTT allows users to enjoy their favourite content from any device at any time, but some consumers still prefer to watch video content on TV sets. These television sets could be smart TVs, set-top boxes, or other devices that have built-in internet connectivity. A significant percentage of the OTT audience is Connected TV or Internet Protocol TV users.
- Linear OTT Video Service Users
Linear OTT users subscribe to services that include packages with live TV streaming features for a monthly subscription fee. These users include viewers who watch pay-per-view content, subscription video on demand, or advertising-based video-on-demand (AVod). AVoD simply means that users can watch video content for no charge while the platform monetizes content through video advertising.
OTT subscription aggregators are third-party services that offer viewers a variety of video subscription services for a cheap fee. OTT aggregation platforms make it easier for customers to subscribe to multiple streaming services through a single click.
Being able to pay for your Netflix subscription through your pay-TV service is becoming more common, and we are seeing more companies embrace the option. In the United Kingdom, BT launched aggregated TV packages that let viewers watch all kinds of programming Aggregators from one source, including Sky Sport live sporting action, Netflix, and Amazon Prime Videos in 4k of 711719541028.
Aggregation is a reliable solution that looks to provide the two most common customer complaints; ease of access and user-friendliness. Having all that the customer wants in one place also means that the operators have more data on what the consumer is watching and how they interact with the platform. OTT aggregators could be compared to a marketplace more than a content-storing platform.
So, if most services now offer the same package, how do content providers stand out with a competitive advantage? The key to maintaining an advantage in any industry of Aggregators is paying attention to the user experience.
- Keep it user friendly
- Meet expectations and be useful
- Provide easy navigation
- Provide solutions to genuine customer needs
- Provide valuable results
- Be accessible to all
Popular examples of OTT aggregators are:
- Apple TV App
- Prime Video Channels
- The Roku Channel
The biggest benefits consumers enjoy with subscription aggregators is that they don’t have to go through the hassle of subscribing to various services on different platforms. Aggregators will also enjoy the wider reach they get from working with popular existing platforms.
Will OTT Replace Traditional Cable?
Cable companies have dealt a major loss in recent times with the gaining popularity of OTT. The shift in how viewers consume content has pushed these companies to get more creative in how they market their services and deliver.
Cable providers are still a major part of the content industry, especially as many have fallen in with the times and include internet services as part of their package. A demographic still prefer to watch live shows, sports, and the daily news on the traditional cable Aggregators, and this target market will most likely always exist. However, the world is forever evolving, people want to embrace what is “cool,” and sitting as a family in front of the television to watch a show is no longer as common as it used to be. Now, everyone wants the independence that comes with accessing their preferred content from their mobile phones whenever they want.
The broadcast market is forever evolving, and its constant change means that there will always be a service at the short end of the stick. Service providers need to make sure they stay abreast with industry trends so that they do not find themselves on the losing side of Aggregators.