This presents the TV industry with a new set of challenges, as broadcast syndicators have to adapt to viewer’s needs, whilst remaining profitable.
The more complex, and less consistent and controlled, delivery environment of OTT is precisely why video optimisation companies collect and interpret data and use it to fine-tune consumer experiences.
Changing the Channel on the Broadcast Business Model Viewer Experience: The move to OTT TV requires a shift in the traditional Broadcast Business Model By Keith Zubchevich, Chief Strategy Officer at Conviva The biggest disruption the TV industry has ever faced is the arrival of on demand, Over the Top (OTT) TV.
Viewing habits have fundamentally changed, driving content providers to focus their efforts on delivering a high quality delivery and viewing experience.
Video optimisation companies have access to data and analytics only available because of the OTT model, and they are able to analyse, in real time, how people are responding to content.
If the old pay TV model was akin to a manufacturer (the content producer) and retailer (the delivery platform), the OTT content delivery model is more similar to a multifaceted affiliate model.
As streaming services such as create a user experience via a website or mobile app, content producers and distributors are no longer dependent upon the traditional pay TV providers: it is now the consumer who decides when, where and how they want to view content.
However, meeting consumer expectations has become a much more complex proposition for all parties.
The challenge lies in monitoring, analysing and optimizing the performance of these diverse delivery channels, so each consumer experiences a consistent quality of service, regardless of delivery method or device.
Because we know that consumers, when they are disappointed, swiftly and ruthlessly switch from one provider to the next, in pursuit of the ultimate experience.
Optimisation is at the centre of the broadcast syndication business model: everyone in the market has a stake.