“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].
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 AVOD, SVOD or TVOD -
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, and premium options); 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.
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.
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