OTT Market Is Far From Oversaturation, Per Ooyala Report
Lines Between Broadcast and OTT Blur as Media Companies and Consumers Increasingly Adopt Streaming Video
圣何塞，加州.(2019年1月17日)
While t在这里’s a limit to how many SVOD services users are ready to pay for, 这个目标还远未实现. This is according to Ooyala’s new State of the Broadcast Industry 2019 report, which maps out the ch所有enges for content creators and distributors as they strive to maintain and grow audiences in an increasingly fragmented media landscape.
事实上, 这一上限可能会继续上升, especi所有y as younger consumers — who see streaming as the norm — grow older.
The report – which draws on Ooyala’s own data and analysis as well as research conducted by other organizations – underscores that viewers of 所有 ages are increasingly adopting streaming services as their primary source of TV content.
The lesson for traditional broadcasters, 报告指出, is to adopt the mindset of a diversified media company – as more programmers and distributors are joining, 而不是争吵, 进军OTT.
“Subscription and ad-supported OTT services are steadily replacing traditional content delivery, and t在这里’s no end to the opportunity to create connections with a global audience,Ooyala首席分析师说, 吉姆•奥尼尔. “OTT不是传统的电视. 它的繁荣取决于消费者的选择, 通常是随机的相互作用, and the convenience of viewing when, w在这里 and on what device a consumer chooses. It thrives upon its own ability to iterate in order to respond to the changing conditions of the new TV environment.”
The Ooyala report identifies several areas of focus by content distributors as they seek to attract and maintain share of view. 这些包括:
- Gen X, Boomers Join Millennials in OTT Adoption – While Boomers and the Silent Generation – those born before World War II – remain the lifeblood of traditional broadcasters, they too are increasingly adopting over-the-top (OTT) and video on demand (VOD) platforms.
- 内容的增长 – The year 2018 saw a record 495 scripted shows available to U.S. audiences, according to FX Networks 研究, and that number will likely hit 525-550 in 2019.
- 5G预示着新时代的到来 – Some estimates say video could make up as much as 90% of 所有 5G traffic. 对于奥特, that means faster and smoother delivery of video, 没有缓冲, 更高的分辨率, 还有一个更好的, more engaging experience for users; for AVOD companies specific所有y, it will foster the collection of better, deeper data that could be used to better personalize advertising.
- 尺寸真的很重要 While mobile viewing soars, screen size still matters to the majority of consumers. 40% U.S. consumers who replaced a TV between October 2016 and October 2018 said they wanted to purchase a bigger screen, 根据NPD集团. And consumers are going 所有-in on 4K UHD, driven largely by SVOD services – like Netflix – and the promise of 4K and UHD content from major sporting events, like the Winter Olympics and FIFA World Cup.
“Content owners have seen a massive increase in the demand for their products,” continued O'Neill. “That will continue as OTT services push out across the globe and original content maintains — and grows — its value. It’s becoming increasingly important for media companies – both big and sm所有 – to closely monitor and control the content supply chain.”
The full report, including citations crediting research providers, can be found 在这里.
关于Ooyala:
十多年来, Ooyala has been at the forefront of shaping the content supply chain revolution as a leading provider of OTT, 内容制作, 数字发行解决方案. Ooyala powers linear and on demand video for the world’s largest companies, managing thousands of hours of content and serving billions of streams across 所有 platforms.