Unique Content Is The Most Significant Driver For Ad-Based Streaming Services
Parks Associates
International market research firm studying connected home and entertainment trends, small business, and multifamily
Unique content is the most significant driver for ad-based services. Niche services are seeking to capture market share by filling the gap for viewers with difficulty finding content relevant to their specific interests on larger streaming platforms. More recently, mainstream media organizations have launched niche offerings. TelevisaUnivision ’s ViX Spanish-language service launched in 2021 and is currently distributed through a variety of partners such as 亚马逊 Prime Video & Amazon MGM Studios , Roku , LG电子 , DishTV , and Sling TV .
Ad-supported streaming, particularly FAST linear channels, can be used to distribute content that has relatively limited audience appeal, and could never justify its own channel on traditional broadcast or Pay TV. Such content may be dedicated to an obscure hobby, topic, or musical artist. Examples:
Advertising rates for these niche channels are likely lower due to smaller audience sizes, but these niche channels can allow content owners to generate some revenue rather than no revenue for content that might otherwise languish in a vault somewhere.
The evolution and rapid adoption of streaming TV services are forcing media businesses to embrace technology in bold new ways. With the right solution, data collected and analyzed throughout the digital supply chain give content sellers and service providers clarity around the value of the content they seek to monetize.
These insights are essential and yet present one of the more difficult challenges media organizations face today. Data comes from various devices, platforms, and partners, each with unique formats and requirements. A better data solution would dramatically improve workflow efficiency while increasing insight into revenue generated by owned and licensed assets across FAST, AVOD, SVOD, TVOD, and other models.
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Several categories of data need to be collected and analyzed to provide a full end-to-end picture of performance. Some examples of data categories are:
The challenge for organizations that monetize OTT content is finding innovative ways to capture, normalize, and transform data into actionable business intelligence. Traditional methods for collecting and disseminating large amounts of data, such as loading information into Excel files, are unwieldy and impractical.
Yet, the urgency for content sellers and streaming services to have a line of sight of how their content is performing has never been greater. With the right solution, media organizations gain insight into content performance that optimizes content investment and distribution strategy decisions, ultimately driving greater ROI. ???
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