The race to OTT
By MYBRANDBOOK
The OTT market is predicted to be worth US$159 billion by 2024, according to Digital TV Research, OTT was on the tip of tongues all around the RAI. What is increasingly apparent is that OTT offerings are no longer an exceptional add-on to an operator’s main service; they are the norm – and those who lack any form of OTT product are going to fall behind in the near future.
“Consumers don’t watch TV like they used to and pay TV operators know it,” “Not only are they watching traditional TV in new ways – multiscreen, multitasking, non-linear – but they are watching OTT content at a growing rate, challenging operators with enabling both in a consistent and easy-to-use way.”
This consumer behaviour has, of course, been shaped and informed by the unprecedented growth of Netflix. With the wealth of options from the so-called ‘big five’– Netflix, Amazon Prime Video, along with the imminently arriving Disney+, Apple TV+ and HBO Max – it is no wonder that a recent study from Roku anticipates that 60 million American households will view video exclusively through streaming in the next five years.
“Right now, there is a land grab for market share. Various researchers say Netflix, Amazon, and Disney+ will make up a minority of the subscriber market share in 2023 with the bulk of the pie split between China and ‘others’,” says Brightcove product marketing manager Lexie Knauer. “The ‘others’ piece is what is at stake.
There is a rush to capture the remaining market share. There are only so many more cords left to be cut, and content distributors need to ensure they have a unique value proposition, whether that’s niche, specialised content, or a superior viewing experience. Otherwise, they won’t survive in the fragmented marketplace, risking churn and abandonment to other services.”
As far as technological partners for OTT development goes, there is no lack of options on the market, with many hawking their wares in the RAI. Each vendor offers differentiated products and provides various degrees of hand-holding, but there are undoubtedly unifying aspects across the market to serve operators’ needs.
“Good-quality E2E solutions should be both flexible and yet should also provide a quicker time to market. In a traditional E2E solution, a great deal of time is unfortunately spent customising the user-interface for deployment, which spoils the benefit of a pre-integrated solution.
While millennials are known in the industry for driving the rate of cord-cutting, generation Z – those born in the late 90s and early 2000s – are likely to be cord-nevers. It will be some time until this latter group becomes the primary purchasing generation globally, but operators must start to plan for a future where the majority have been raised on a steady viewing diet of Snapchat, Netflix and YouTube.
With that OTT market only going to get more congested and contested, time is of the essence. But instead of rushing out a half-baked product, operators need to create a solution for now that can carry them into the future.
BREAKING NEWS
TECHNO TRENDS
BHIM to join e-commerce, competing with PhonePe and Google Pay
The government-supported payment software BHIM is getting ready to join t...
The latest version of X helps prevent deepfakes on social medi
To combat deepfakes and shallowfakes, Elon Musk revealed a new update t...
India and Namibia collaborate on a payment system similar to U
Once operational, the platform will enable digital transactions in Namibia,...
Sebi issues show-cause notices to six Adani group firms
Sebi issued show-cause notices to six Adani Group firms, including Adani ...
E-Magazine
TECHNOTAINMENT
Airtel Xstream Play strengthens regional content library, part
Bharti Airtel (“Airtel”), one of India’s leading telecommunications
ED attaches Raj Kundra, Shilpa Shetty’s Rs 97 crore worth as
The Enforcement Directorate (ED) has seized businessman Raj Kundra's pro
MOVERS & SHAKERS
Clover Infotech appointed Subham Banerjee as CDO
Clover Infotech has announced the appointment of Subham Banerjee as its Ch
Saviynt ropes in Sanjeevi Kumar as new Sales Director in India
The cloud-native identity and governance platform solutions provider Saviy
OPEN YOUR EYES
INTERVIEWS
Check Point takes pride in providing customers with the best c
Check Point has categorized its 80 products and technologies into four main
D-Link in pursuit of building a more connected, smarter and co
D-Link is committed to the ‘Make in India’ vision. Aligned with this, t
HOT PICK
COLORFUL rolls out an array of gaming laptops
COLORFUL launched its incredible series of COLORFUL EVOL P15 gaming laptop
Dell Technologies launches new AI-powered commercial PC portfo
Dell Technologies has launched the broadest portfolio of commercial AI lap
MAKE IN INDIA BRANDS
AGGRESSIVE ELECTRONICS MANUFACTURING SERVICES PVT. LTD.
NETWEB TECHNOLOGIES INDIA LTD.
MICROMAX INFORMATICS LTD.
IBALL WORLDWIDE PVT. LTD.
EMINENT CIO'S OF INDIA
ICONS OF INDIA
Technology Icons Of India 2023: Gautam Adani
Gautam Adani is the Founder and the Chairman of the Adani Group, an In...
Technology Icons Of India 2023: Sunil Bharti Mittal
Sunil Bharti Mittal is the Founder and Chairman of Bharti Enterprises,...
Technology Icons Of India 2023: B.V.R. Subrahmanyam
B.V.R. Subrahmanyam belongs to Andhra Pradesh. He is a 1987-batch IAS ...
PARTNER SPEAKERS
PSU
ITI Limited widening its focus area
ITI Limited is a public sector undertaking company, has manufacturing ...
RailTel connecting every corner of India
RailTel is an ICT provider and one of the largest neutral telecom infr...
STPI encouraging software exports from India
Software Technology Parks of India (STPI) is an S&T organization under...
VIDEOS
Top 25 Brands
Value-Added Distribution
IRIS GLOBAL SERVICES PVT. LTD.
Iris Global services is one of the leading distribution houses that d...
SUPERTRON ELECTRONICS PVT. LTD.
Supertron deals in servers, laptops, components, accessories and is a...
TECHNOBIND SOLUTIONS PVT. LTD.
TechnoBind’s business model is focused on identifying and partnering...
ITFORUM 2024
WIITF 2024
CMO of the Year
WOMEN LEADERSHIP
EMINENT CIO's OF INDIA
TRENDS IN TECHNOLOGY
MORE VIDEOS
ADVERTISEMENTS
TECHNOLOGY DISRUPTION
UNICORNS REVOLUTIONISING
