OTT: Everyone Gets into the Act

OTT is just gathering steam shaking up broadcast, cable and satellite.  It's like a game of musical chairs, except that more and more people are jumping in and it's not clear how many seats will be open to how many players when the music stops.  

Already, digital technologies have completely remade - and even undone - how many parts of the media business operate. Now, print media is looking to regain lost ground by getting in on the OTT bonanza according to Park Associates OTT Video Market Tracker.  

It should come as no surprise that well-established brands that have made the leap from print to online are now extending their brands and content to OTT. Much of this is short-form production, repurposing, say, a magazine article into a video feature.

According to Brett Sappington Director, Research, Parks Associates, these newcomers will soon be old hands.  “While they will not replace consumers’ desire to watch long-form content, these players will compete for subscription revenues and major advertisers. Their brand of content will also appeal to mobile users and young consumers," Sappington said.

Meanwhile, as TVE continues to accelerate, not all players are accelerating equally according to the 2015 US Digital Video Benchmark Report.  There's a lot valuable insight here from what's a massive survey of activity - 159 billion online video starts and 1.49 billion TV Everywhere authentications over hundreds of sites and apps.  

Some of the findings include shifting eyeballs around Apple TV. Despite the traditional summer dip in watching, viewing on OTT devices jumped to 21% - a 110% leap over last year.  While most connected TV devices had flat growth, Apple TV had a 10% increase. But Apple shouldn't get too excited just yet.  This growth comes with the loss of many viewers on smartphones and tablets.  

Flurry Insights’ "The Cable Industry Faces The Perfect Storm: Apps, App Stores and Apple," sounds an alarm, suggesting that cable will be hard pressed not to be left behind as the broadcast, cable and satellite media paradigm evolves. According to Flurry's Simon Khalaf, channels will give way to apps. "...Consumers will download these apps and spend plenty of time on them, leaving the dozen or so cable channels lost in a sea of apps.”

Is all lost for cable?  Hardly. It just means that now is the time to take advantage of what is a pivotal moment.  Media Daily News says that cable TV is outstripping satellite and telco operators in the competition for OTT subscribers.

Like it or not, the digital disruptions that have savaged music and print media are now in full swing with OTT. Sooner or later the music will stop in this game of musical chairs. Those who aren't finding ways to situate themselves will soon be standing out in the cold.

Sources: Parks AssociatesViaccess-Orca and Media Post

Photo Credit: hasan eroglu

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