-->
Save your FREE seat for Streaming Media Connect in November. Register Now!

Video: Why Are Content Owners and Broadcasters Migrating to OTT?

OTT video has come a long way, and one could argue that today we find ourselves in the midst of a great OTT migration that is transforming how viewers absorb video content, up to and including content produced by traditional broadcasters who recognize that agility is critical to their survival. As Machinima's James Glasscock notes in this excerpt from a panel on OTT migration at Streaming Media East 2016, "If you look at all the major cable network groups and their earnings announcements over the past year or so, they've all reported losses. They're asking, 'How do we get back to that audience, that cord-cutter, cord-never audience, or whatever it may be?'"

Learn more about OTT and cord-cutting at Streaming Media West.

Read the transcript:

Jim O'Neill: We've come a long way. It used to be always from OTT friend or foe, right? We're not friend or foe any more. We know it's a great OTT migration. A couple of numbers: 18 to 34-year-olds spend 54% of their TV time streaming. That's up from 15% in 2012. 36% say that Netflix, not TV, is their go-to source for television content. Millenials' TV viewing is only 34% of the time, down from 73% just 3, 4 and a half years ago.

James Glasscock:
In the linear television world, a lot of broadcasters are losing their audiences to other forms of distribution, and so they're shifting over to figure out how to recapture some of that audience. If you look at all the major cable network groups and their earnings announcements over the past year or so, they've all reported losses. They're asking, "How do we get back to that audience, that cord-cutter, cord-never audience, or whatever it may be?"

Also, now that digital distribution has become so easy for a producer to access and a consumer to watch, it's created all these new opportunities for new media producers. YouTube was a great example over the last decade. Now you have these YouTube creators that are making movies, doing all types of licensing deals. The biggest YouTuber on the planet is a YouTube star, not a traditional music or television star. Because content creation and distribution have become so easy, you're going to see the same thing happen on the Facebook platform. I'd say sometime soon thereafter you'll see it happen on SnapChat as well and Twitter video. Twitter already has its own form of celebrities, but not necessarily in the video world yet.

Streaming Covers
Free
for qualified subscribers
Subscribe Now Current Issue Past Issues
Related Articles

Video: Will TV Broadcasters Follow Radio in Live Streaming More Content?

NAB's Skip Pizzi discusses the licensing, commercial, and strategic impediments to broadcasts networks adding full-time streaming of all content as most radio stations have done, and how that trajectory might change.

Video: How to Make IP Video Better Than Broadcast

Cisco's Paul Dashner discusses how content providers can improve on the broadcast experience through the usability and flexibility of how they deliver content to customers.

Video: Are OTT Skinny Bundles Missing the Big Picture?

Vimond CEO Helge Hoibraaten argues that, as an industry, we're missing the point with OTT skinny bundles, aiming for incremental improvements over linear TV rather than anticipating what OTT viewers really want.

Video: What are the Economies of Scale for OTT vs. Broadcast Video?

Vimond CEO Helge Hoibraaten and Jim Turner of trnrMedia outline the relative costs of adding subscribers and CDN infrastructure strategies for growing OTT services.

Video: How Can OTT Providers Use Data to Increase Engagement?

Google's Serge Kassardjian and Recurly's Dan Burkhart discuss strategies for leveraging targeted viewer data to get better engagement with OTT services.

Video: How Gamification Can Enhance Brand Awareness

Google Labs' Nathan Phillips and Viacom's Isaac Josephson discuss how to use gamification strategically to increase brand and content engagement in the OTT video market.

Video: How Do You Get Millennials to Adopt OTT Services?

Jason Thibeault of the Streaming Video Alliance discusses survey results on millennial viewing habits for online and OTT video.

Video: The Future of CDN: An End-to-End Ecosystem

Streaming Media EVP Dan Rayburn discusses the shifting emphasis in the CDN market from delivering bits to providing a complete ecosystem.

Video: The Pros and Cons of a Multi-CDN Strategy

Streaming Media EVP Dan Rayburn discusses why using multiple CDNs make sense for some content owners and not for others.

Video: How Can Content Providers Deliver a Consistent Experience Across Devices?

Plex's Greg Edmiston, HBO's John Narus, and Machinima's James Glasscock discuss the challenges of controlling and standardizing the user/viewer experience across the diverse device landscape.

Video: How Do You Achieve Consistent Quality for Live Streaming?

V-Factor Technologies' Jeremy Bennington explains how content providers can monitor live video delivery in real time and ensure consistent quality across different encoding profiles.

Video: Is Marketing Video Content Creation Trending DIY?

Vimeo's Anjali Sud, StreamVPG's Scott Farb, and CME Group's Scott Szczurek discuss the latest marketing and branding content creation trends at Streaming Media East 2016.

Video: How to Build Successful Branding Campaigns With VOD

Vimeo VP of Platform Marketing Anjali Sud discusses successful (and not-so-successful) strategies for building branding campaigns with on-demand online video.

Video: VR 360° Live Streaming Workflow

Wowza's Ryan Jespersen outlines the workflow for streaming live 360° and virtual reality video from capture to ingest to stitching to delivery.

Video: AVOD vs. SVOD: Which Delivery Model is Right for You?

MP & Silva's William Mao discusses the pros and cons of opting for an ad-based VOD model vs. building a subscription service.

Video: What Are the Challenges of Live VR?

Frost & Sullivan's Avni Rambhia discusses issues with latency, bandwidth, user experience, encoding, reach, and quality facing content creators as they make the leap into live VR.

Video: Why Adaptive Bitrate Streaming?

Streamroot's Erica Beavers makes the case for adaptive bitrate streaming and explains how to deliver the best possible user experience via ABR encoding.

Video: What's Next for IP-Delivered Video?

Panelists from NBC, Flix, and comScore discuss which OTT business models will and won't work going forward, and whether or not you need scale to be successful.

Video: Are OTT Providers Fishing in the Wrong Pond?

Google's Serge Kassardjian, Whistle Sports' Brian Selander, and Recurly's Dan Burkhart discuss the challenges of differentiation in the OTT services market.

Video: How Acorn TV Grew Subscriptions Across Platforms

RLJ Entertainment's Titus Bicknell describes how Acorn TV used an innovative strategy for adapting long-tail marketing to identify revenue streams in a broader assortment of niche content markets.

Video: Battle of the Codecs: AVC vs. HEVC in 2016

Should you be delivering HEVC? It depends on what you're delivering and who you're trying to reach. Frost & Sullivan analyst Avni Rambhia breaks down the key issues of sticking with AVC vs. migrating to HEVC in this clip from Streaming Media East 2016.

Video: Encoding for OTT—How Good is Good Enough?

Panelists from Streaming Media, Beamr, Brightcove, Verizon, and Yahoo! discuss the balance between encoding quality and bandwidth at Streaming Media East 2016.

Video: How to Tap Into Twitter With Mobile-First Content

Twitter Manager of Content Strategy and Planning Nina Mishkin provides 3 strategic tips on how to leverage Twitter to get your videos seen, expand your reach, and grow your brand.

Video: How To Build Your Encoding Ladder, Part 2: Resolution

Once you've decided on the bitrates that you want to deliver, it's time to determine the best resolution for each one, from 360p on up to 1080p. Streaming Learning Center's Jan Ozer shows you how.

Video: How To Build Your Encoding Ladder, Part 1: Bitrates

Streaming Learning Center's Jan Ozer explains how to choose data rates and resolutions for adaptive bitrate streaming to most effectively meet client expectations and end-user needs.