85% of Millennials Have At Least One OTT Video Service Sub

                                  Photo credit: AccountingWEB

“OTT Video Tracker Identifies Consumer Adoption of Multiple OTT Service Subscriptions as Key to Future Growth” [1]

Parks Associates' recent “OTT Video Market Tracker” research, has indicated that in American broadband households: over 85% of Millennials have a sub to at least one over the top video service [1].

The research incorporates a thorough analysis of over the top video service providers' profiles and market trends. These include major names such as Amazon, YouTube, HBO and Netflix. This new tracking system offers an innovative way to integrate industry research data and company profiles, while analysing the competitory weaknesses and strength of players within the space [1].

The Millennial Factor

                                         Photo credit: Why Millennials Matter

                           

Parks Associates' Senior Director of Research, Brett Sappington, stated that: “Overall penetration of subscription OTT video services among millennials has topped out, suggesting that those households that want such a subscription already have one or more. The more interesting and important question is how many subscriptions they will keep” [1]. In light of the research, this is a very pertinent question, as over a quarter of Millennials have at least three OTT services, and over half of them have at least two [1].

Other Generations Getting the OTT Bus

While it is not as pronounced as it is in the case of other generations, the OTT trend is nevertheless, clearly apparent. In fact, between 2016 and 2017, there was a 10% growth in the onrush of OTT services for both Baby Boomers and older generations. Sappington, also noted that: “For consumers, self-aggregating content is simply part of the entertainment experience, particularly millennial households” [1]. As far as research is concerned, Sappington, stressed that: unlike the generations of the past, the criteria for evaluating brand loyalty and services is now somewhat different. If platforms want to gain the maximum benefit from this self-aggregation swerve, then they must be
conversant with the OTT evaluation benchmark that consumers apply. - Something which is a variable phenomenon between households [1].

The Pulling Power of Successful OTT Video Strategies That Meet the Highest Benchmarks

OONA FREE Mobile TV, is an excellent example of a rapidly growing cutting-edge platform, and potential strong player that can magnetize consumers with its winning OTT video strategies. - It is headed by its creator, leading digital strategist, Christophe Hochart, who focuses on meeting the highest benchmarks set by those who want the best of the best. He puts quality and user platform engagement, at the top of the list; and ensures that there is consistent new first-class content, and innovative ways for viewers to interact and have fun on a simple-to-use interface. Further, whether it is free AVOD, or premium SVOD or TVOD options - OONA provides broadcast quality that can match the very best in the industry. OONA is currently ready and on course to provide its state-of-the-art service to billions of people in various countries including Indonesia (where it is set to serve 185 million-plus consumers with data-free and subscription-free ad-based live video and video on-demand); as well as other parts of Asia, Africa, South America, the Middle East, the US and Europe.

         Christophe Hochart, Founder and CEO of OONA, with Andrini Novie Hastuti, OONA Country Manager

Unique Offerings 

The OONA platform is unique in that it gives its viewers rewards in the form of a virtual currency - tcoins (which can be exchanged for branded goods, fun days out, restaurant meals, generous discounts, and free phone minutes and telcom products), just for watching content and personalised ads; sharing the content they love with friends and family; and interacting with OONA's world first patented AI genie in the app, Siskabot.

Siskabot serves as a personal assistant and virtual friend who knows which films, series, live sports, motor shows, documentaries, cooking channels, lifestyle and fashion content etc., the user loves to see, and has them all ready and waiting for them. She also has regular chats with viewers to see what kind of consumer brands and services they are really keen on, so she can arrange ads that will not only interest them, but save them time and money. All personal information is kept strictly confidential, and all of OONA's policies are completely transparent. - In light of the recent Facebook scandal, this is a very important element for many consumers.

The Name of the Game

OONA understands competitive advantage. -  It has a tangible method to know its consumers extremely well, so that it ticks all their requirement boxes. To that end, Siskabot, who appears like a genie on an overlay, regularly checks to see if she has done a good job for the user's entertainment and ads experience, and asks what she can do better to serve her consumer. This feedback ensures that the viewer gets the very best that OONA has to offer in the way of content, as well as optimized app ads and great money saving promotions. 

Reference

Peragine John (2018). “Parks Associates: More Than 85% of Millennials Subscribe to at Least One OTT Video Service.” Mar Tech Series. https://www.lightreading.com/video/ott/parks-associates-more-than-85--of-millennials-subscribe-to-at-least-1-ott-video-service/d/d-id/744168 Accessed Sept. 2018.