In Broadcast - February 2018 - 17

17

www.inbroadcast.com | Vol: 8 - Issue 2 | February 2018

InForm

Consumer Frustration With OTT
Experience Will Drive Important
2018 Changes, Ooyala Report
Rising smartphone penetration, improved connectivity, and convenience contribute to
significantly higher mobile viewing rate and traditional TV disruption across Asia-Pacific...
Report Highlights:
* Mobile video consumption is an estimated 28 minutes a day,
up 25% from 2016, per Zenith Media;
* Live, linear OTT viewing will surpass traditional broadcast TV viewing
by 2020, per Unisphere Research forecast;
* The majority of video content on every screen-connected TV's desktop
or mobile, is not long-form, per recent Ooyala analysis.

O

oyala, a leading provider of
software and services that
simplify the complexity of producing,
streaming and monetising video, has
released its State of the Broadcast
Industry 2018 report, which maps out
the challenges for content creators and
distributors as they strive to maintain
and grow audiences in an increasingly
fragmented media landscape.
Importantly, the report, which
draws on Ooyala's own data and
analysis alongside research from
other organisations also delves into
consumers' frustrations as they
navigate a world in which there may be
simply too many choices.
Research underscores that viewers
are embracing content anywhere, on
any device. Notably in Asia-Pacific
(APAC), the high mobile device
penetration rate makes it more
convenient for users to access video
content on the go.

However, research also indicates
that Millennials, arguably the key
demographic for streaming services,
already are overwhelmed with the
plethora of options - estimated by
Park Associates to include more than
200 OTT services in North America
alone are in operation; 49% of viewers
saying there are now too many TV
programmes from which to choose,
according to Hub Entertainment.
Yet amid all this abundance,
Millennials also indicate they are not
completely satisfied with their current
OTT services, per Morning Consult.
Ooyala predicts that consumer
frustration will drive improvements
in the OTT experience: streamlined
authentication,
better
content
curation, personalisation and easier
search and discovery. These upgrades
are especially crucial to APAC as the
region is sought to lead the way in
SVOD and AVOD soon, according to
the report, which cited Digital TV
Research.
At the same time, mobile viewing
will continue to explode: surveys
predict that mobile video
viewing will account for
75% of mobile data traffic
by 2022, per Ericsson.
The same trend is
happening to the APAC
region, which had the
highest mobile viewing
according to Ooyala's
Q3 2017 video index
released last year.
"TV
viewing
is
continuing to go to a
much more personalised,
one-to-one
experience,"
said Belsasar Lepe, Co-Founder

Click for full report, including citations crediting research providers

and SVP of Products and Solutions
at Ooyala. "Where previously you
might have sat with your family
and consumed your favourite show
together, it's going to be online
and much more personalised with
additional features such as virtual and
augmented reality."
The State of the Broadcast Industry
2018 comprises insights gleaned
by Ooyala through its work with
the largest video distributors in the
industry, in combination with other
expert research and analysis from
other sources.
The Ooyala report identifies several
areas of focus by content distributors
as they seek to attract and maintain
share of view. These include:
*	 Format
Experimentation
- Content delivery services are
experimenting with formats, such
as vertical video or mobile-specific
content series, to optimise the TV
anywhere viewing experience;
*	 Social Media - Major socialmedia platforms, including Facebook
(with an estimated US$1 billion content
spend next year), Twitter and Snapchat
- all grasping the growing role of
video online - are jumping into the
streaming pool with big investments in
long-and short-form video;
*	 Bundling - Skinny bundles are
gaining traction, and distributors will
end the year with more than three
million U.S. subscribers to minibundles, per comScore. Look for more

bundling experiments in 2018;
*	 IP Technology - Traditional
television companies - broadcasters
and cable programmers alike -
are going all-in on IP technology,
focusing on the related metadata
which providers believe will drive
critical advances in every area of
video delivery. The next-generation
broadcast TV standard, ATSC 3.0, is an
example. This embrace of data will be
crucial to TV industry success during
the next five years;
*	 Original Content - Though
some viewers are saying "too much
content," creators are attracting
viewers with a combination of originals
and exclusives, the budgets for which
will continue to soar. Consequently,
distributors will have less patience
for the time it has traditionally taken
to build audiences and they may be
quick to cancel shows - so look for
shake-outs this year. Content creators
will also pursue new revenue streams
(subscription plus advertising, more
merchandising of shows, etc.)
Given these findings, OTT is entering
a pivotal year. Online viewership
of marquee 2018 events such as
the Winter Olympics and the Royal
Wedding is anticipated to "break
the Internet." In 2018, success
may come to the companies which
excite consumers with innovations
in discovery and content delivery,
funded through new monetisation
methodologies.


http://www.inbroadcast.com http://go.ooyala.com/wf-whitepaper-state-of-broadcast-2018

Table of Contents for the Digital Edition of In Broadcast - February 2018

Contents
In Broadcast - February 2018 - Intro
In Broadcast - February 2018 - Cover1
In Broadcast - February 2018 - Cover2
In Broadcast - February 2018 - Contents
In Broadcast - February 2018 - 4
In Broadcast - February 2018 - 5
In Broadcast - February 2018 - 6
In Broadcast - February 2018 - 7
In Broadcast - February 2018 - 8
In Broadcast - February 2018 - 9
In Broadcast - February 2018 - 10
In Broadcast - February 2018 - 11
In Broadcast - February 2018 - 12
In Broadcast - February 2018 - 13
In Broadcast - February 2018 - 14
In Broadcast - February 2018 - 15
In Broadcast - February 2018 - 16
In Broadcast - February 2018 - 17
In Broadcast - February 2018 - 18
In Broadcast - February 2018 - 19
In Broadcast - February 2018 - 20
In Broadcast - February 2018 - 21
In Broadcast - February 2018 - 22
In Broadcast - February 2018 - 23
In Broadcast - February 2018 - 24
In Broadcast - February 2018 - 25
In Broadcast - February 2018 - 26
In Broadcast - February 2018 - 27
In Broadcast - February 2018 - 28
In Broadcast - February 2018 - 29
In Broadcast - February 2018 - 30
In Broadcast - February 2018 - 31
In Broadcast - February 2018 - 32
In Broadcast - February 2018 - 33
In Broadcast - February 2018 - 34
In Broadcast - February 2018 - 35
In Broadcast - February 2018 - 36
In Broadcast - February 2018 - 37
In Broadcast - February 2018 - 38
In Broadcast - February 2018 - 39
In Broadcast - February 2018 - 40
In Broadcast - February 2018 - 41
In Broadcast - February 2018 - 42
In Broadcast - February 2018 - 43
In Broadcast - February 2018 - 44
In Broadcast - February 2018 - 45
In Broadcast - February 2018 - 46
In Broadcast - February 2018 - 47
In Broadcast - February 2018 - 48
In Broadcast - February 2018 - 49
In Broadcast - February 2018 - 50
In Broadcast - February 2018 - 51
In Broadcast - February 2018 - 52
In Broadcast - February 2018 - 53
In Broadcast - February 2018 - 54
In Broadcast - February 2018 - 55
In Broadcast - February 2018 - 56
In Broadcast - February 2018 - 57
In Broadcast - February 2018 - 58
In Broadcast - February 2018 - 59
In Broadcast - February 2018 - 60
In Broadcast - February 2018 - 61
In Broadcast - February 2018 - 62
In Broadcast - February 2018 - 63
In Broadcast - February 2018 - 64
In Broadcast - February 2018 - 65
In Broadcast - February 2018 - 66
In Broadcast - February 2018 - 67
In Broadcast - February 2018 - 68
In Broadcast - February 2018 - Cover3
In Broadcast - February 2018 - Cover4
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http://www.nxtbook.com/nxtbooks/lesommet/inbroadcast_APAC02
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