Conax: 2015 Online Video Industry Prediction
Content distribution has changed more in the last few years than the previous decade. There’s been substantial chatter about OTT and a plethora of technologies are popping up to support delivery of streaming media. The pure play OTT field is still highly fragmented and only now are we starting to see some real solutions and real deployments amongst more traditional TV operators.
Whilst many operators have tested the waters, finding the winning formula for monetizing OTT content distribution alongside with or integrated in a linear offering has proven challenging. We firmly believe to succeed operators need to capitalize on the value they provide consumers by enabling rich content, freed from a linear schedule, on a multitude of devices, both in and outside of the home—but also cutting through the jungle of offerings by providing personalized content exploration and recommendation tools on a unified user interface. Only by retaining and growing customer engagement can a content distributor defend and increase its share of wallet in an increasingly competitive environment.
Putting all the pieces together, overcoming the complexity of content delivery over unmanaged networks and devices is a challenge and many operators experience that first generation platforms haven’t succeeded. Taking a step back to evaluate how to better approach this market, Conax recommends ensuring the content distribution is secured, also recognizing there is risk involved in how one launches a multiscreen service when the winning business formula is not crystal clear. We thus go into 2015 with tailored offerings to effectively de-risk advanced services market entry for operators, allowing them to pay-as-they-grow and easily add new features and technologies as their market develops.
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