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SURE! Blog

OTT Everywhere……

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27

Sep, 2017

Google

Last few quarters it’s OTT Everywhere. Broadcasters to Content Houses to startups to operators, everyone’s talking OTT. It all looks exciting, but the big question – what’s the Success Factors? and what draws viewers to a platform.  According to me Content, Pricing, Ease of use and Analytics/Recommendations will define the success of the platform.

Content:

  • While the flexibility to watch content anywhere anytime is exciting, it’s the content that matters. Operators will have to find the right mix of Broadbased and Niche content. So no loyalty here and who grabs the attention gets the eyeballs.
  • Original and Niche content would be critical, the likes of Netflix, Amazon, Hotstar etc have already invested in this. Facebook’s recent interest in bidding for IPL could be a disruptor and indication of high stake battles for content.

Pricing:

  • Keep things simple, complex packaging and pricing are a big NO. Lower Entry price drives faster adoption and encourages users to consume more content in tranches to drive up the ARPU.

Ease of use:

  • Simplicity is the winner. No one wants to wade through huge catalog of content and confusing multi-step navigation. Interface has to be intuitive, easy to comprehend and helps the viewer find what you are looking at quickly.

Analytics/Recommendations:

  • Do you understand your customer? This could be the BIG difference between the winners and laggards. You might have it all, but are you able to place the right content at the right time in front of the user?.
  • Analyzing viewing patterns, demographics of the user, social media will help the operator to drive content uptake and impulse purchases.

Tricky questions: How to Monetize?, What’s the Revenue Model?, How to make money?

As of now, the consumer seems to be the clear winner.

By : Venu Madhav

Venu Madhav has over 10 years’ experience in Pay TV & Media domain. He has worked with operators globally to help them monetize their services, reduce churn and increase ARPUs. At Magnaquest, Venu heads the Business Development for APAC and MEA regions. Magnaquest is internationally acclaimed player in comprehensive end-to-end Subscription, Billing & CRM Solutions for Pay TV, OTT, Broadband and Cloud Computing businesses.