With OTT competition heating up, everyone wants to reach audiences with more tailored video experiences. See why video apps on connected devices are playing a key role in digital video.
Pay TV providers want to reach consumers on all screens. Broadcasters want more reach for their advertisers. Cable networks want to engage their loyal audiences.
All these players have something in common: They’re turning to video apps on connected devices to reach their goals and boost their profits.
Connected Apps: The New Battleground for Video Services is the new Ooyala report from leading research firm Parks Associates that looks at the rise of connected device apps: why consumers love them, what it takes to do them right, and how live-streaming apps are changing the game.
Learn more: download Connected Apps: The New Battleground for Video Services.
First 3 Pages
Connected Apps:The New Battleground for Video Services
In a real sense, the OTT video industry is returning to its roots.
In its early days, part of Netflix’s value proposition was its near ubiquity across Internet-connected platforms. Whether you wanted to watch a movie on your computer or your Nintendo 3DS portable game player, Netflix was there – providing access to content in places that pay TV did not. Eventually, having the Netflix app on your connected CE device was seen by device makers as critical to retail success.
As new players have entered the market, their focus has centered upon getting the business up and running, with the content, user experience, and business model that can provide differentiation and viability in a crowded market. Presence on connected devices was secondary to survival and also a thorny issue due to the fragmentation and constant evolution of connected CE devices. Video apps on connected devices are again playing a key role in the competitive landscape of digital video entertainment.
Video industry players
OTT Video Services
Media / Publishers
The Ongoing Push into Connected Device Apps
Importantly, the increased attention on apps is not unique to a particular group of video industry players. Rather, a variety of companies see apps as a way to improve their
business and interaction with consumers. OTT services are maturing, competition is intensifying, and players are looking to maximize their reach and tailor experiences to particular audiences.
Leading OTT players see connected apps as an area of competitive advantage and a way to stay ahead of the pay-TV industry. Having an app on a connected device prior to rivals allows an OTT service to acquire subscribers or viewers without the competition present on more crowded platforms. It also positions the OTT service as a market innovator.
While Netflix has been a global leader in developing apps for a variety of device platforms, other services like Rakuten’s Wuaki.TV also support a wide variety of connected devices. Broadcasters Broadcast TV includes some of the most widely watched content in any market, accessible over-the-air and through pay-TV services. Broadcasters use connected device apps to maximize their audience reach and provide advertisers with greater exposure. As viewing habits and preferred viewing platforms shift, connected device apps will help broadcasters remain accessible and relevant to consumers.
U.S. broadcaster ABC announced in July that it would be releasing seven original short film series as part of the relaunch of its redesigned app, as well as full seasons of 38 “throwback” series.
Many pay-TV providers were initially slow to redefine their video business, but they now realize that their future success relies upon an ability to reach consumers across all screens. Video apps let operators expand pay-TV service coverage and touch points beyond the managed network, set-top box, and home television. Though TV Everywhere is commonly available on computers, smartphones, and tablets, operator streaming video apps on other unmanaged devices are far less common.
In the U.S. market, Charter offers an app for Roku streaming media players.Comcast only recently expanded its app support to Roku and smart TVs.U.S. operator and media company Verizon launched a mobile-only service, Go90, in 2015.
AT&T has announced that it will launch a mobile-only, DIRECTV-branded video service before the end of 2016.