“When it comes to live and on-demand streaming video content, consuming online video is now an integral part of daily entertainment routines across all generations” [1].
Brightcove, the world's top supplier of cloud services for video, has just released its 2018 Global Consumer Streaming Habits Survey – an in depth analysis of worldwide consumer consumption of live and on-demand streaming video content preferences across generations. This research, which was conducted by YouGov during September 2018, incorporated 10,502 adults living in: America, Britain, Spain, Germany, France, Canada, Australia and the United Arab Emirates. The analysis indicated that 58% of consumers stream content using an external streaming device or smart television at least once a week; 51% use a mobile device, and 50% use a laptop or computer [2].
So What Drives Consumers to Test a New Streaming Service?
The Brightcove survey, which studied all (age 18-plus) users' online video preferences and habits, determined that: the most important reasons for viewers who are thinking about switching to “a new streaming service is: cost (53 percent), followed by their interests being catered to (31 percent)” [1]. Moreover, the chief 5 factors for making a switch include: “a free trial (42 percent), a particular show (38 percent), exclusive content (29 percent), cross-device capability (28 percent), and a good user experience (26 percent)” [1].
As Toni Fitzgerald reports in Forbes: “While TV viewing is forecast to drop over the next few years, eMarketer states that online video consumption numbers will grow from 64.2 million this year to 64.8 million in 2019 and 65.1 million by 2020” [3]. Further, Sara Larsen, Brightcove's Chief marketing Officer, notes that: “ Today’s reality is every generation is consuming online video more than ever” [2]. To that end, it is crucial that platforms are up to speed with the strategy and tools that empower them to connect with cross-generational audiences. The up and coming OTT entertainment platform, OONA Global, is an excellent case in point.
Putting the Spotlight on OONA
OONA free mobile TV, is a cutting-edge futuristic interactive platform. It offers first-class broadcast-quality, live and video on-demand ad-supported entertainment. This spans up to 300 free top national and international channels (as well as ad-free premium options), so every genre, and users' favourites are more than amply covered, so there is no need to lose time and fun having to switch platforms.
OONA was founded by leading digital strategist and CEO, Christophe Hochart, who is renowned for innovation and looking outside the box. Along with the OONA team, Hochart is working on refining OONA's deep data by using state-of-the-art methods such as machine learning (a branch of AI), which are so essential for reaching and connecting better with the huge cross-generational audiences that OONA is set to serve. (Machine learning involves the scientific study of statistical models and algorithms that are utilised by computers to systematically improve their performance on a specific task).
Christophe Hochart - Forging a Clear Pathway in the Digital TV Revolution
“Building trust and loyalty is about more than just a satisfied customer. It is about consistently delivering good experiences and delivering on the promises you make” [4]
In order to have success with customer loyalty like OONA, brands have to align their strategies with their consumers’ viewpoint. “The brands that do it really well are those brands open to creating ongoing discussions with their customer base. That enables them to find unique ways to connect with their customers in order to co-create experiences together” [4], just as OONA does with its friendly, fun, AI personal assistant, Siskabot [4].
Image credit: Kim Komando show
But What Makes Consumers Give the Thumbs Down?
When it comes to live streaming, the prime turn-offs (literally) are: too many advertisements (37%); tech issues related to below par video quality and poor image (35%); buffering (33%); and crashing (32%) [2].
Empowering Viewers From Every Generation
OONA is supported by: a state-of-the-art AI; a patented chat bot (genie in the app) named Siskabot; cloud-based management systems provided by Brightcove, and advertising programmatic platforms. It is unique in that it offers viewers generous loyalty rewards, which are of interest to viewers from each and every generation. - This works extremely well, as the demographics in each county can vary.
The loyalty rewards are in the form of a virtual currency (t-coins), which can be collected just for watching and sharing content with friends and family; and having regular chats with Siskabot - so that she can personalise every users' experience by providing them with the content they love to watch, and arrange ads that will interest them, and save them time and money. These tcoins, which are stored in a virtual wallet, can be redeemed for an exciting range of quality branded goods, meals, fun days out, discounts, free phone minutes, and telcom products.
OONA Indonesia, which primarily caters to a younger audience, is currently set up to provide its free service to 185 million Indonesians (in partnership with Telkom Indonesia). Due to its highly successful innovative futuristic business model, which has generated a win-win situation for telcoms, studios, content holders, and consumers, OONA Global is also on course to provide its free and premium service to billions of consumers in other parts of Asia, Africa, South America, the Middle East, the US and Europe.
All Generations Want Flexibility
In addition to OONA's unique free, fabulous TV service, there are also 4 different premium options for consumers to choose from:
Option 1
OONA's SVOD (subscription based live and on-demand video service), offers viewers the choice of paying for specific premium content on a daily, weekly, monthly, quarterly or annual basis.
Option 1
OONA's SVOD (subscription based live and on-demand video service), offers viewers the choice of paying for specific premium content on a daily, weekly, monthly, quarterly or annual basis.
Option 2
OONA's TVOD (transaction-based live and on-demand video service), provides a pay-per-view option. So for example, if a couple just want to enjoy a newly released premium film on the odd Friday night or weekend, then they do not have to sign up for an extended period of time, and be burdened for paying for more content than they really want, like they would have to with other platforms.
Option 3
Option 4
Viewers can unlock premium content by using tcoins. These tcoins are easy to accrue from watching various channels, looking at ads, sharing content with friends and family, and interacting with OONA's AI Genie, Siskabot. They are stored in a virtual wallet.
Premium pay-TV content can be easily included in the user's telcom data plan bundle.
Empowering the Feel-Good Factor
Empowering the Feel-Good Factor
OONA's ethos is that
fun should be part of everyone's daily lives, and through the
innovative OONA platform, the OONA Team are inspired to make people
feel good by lifting their emotions and happiness levels via their
free streaming service. OONA wants to facilitate a new type of user
experience that enables individuals and families to enjoy fantastic
films, shows, programs and live sport, where ever they are 24/7, 365
days a year, without having to pay a service provider or have a TV.
In addition to this, users can say goodbye to wasting away their time
browsing, searching and switching, because now, OONA empowers them
with all the TV they could ever desire, in just one place.
Summary
In summary, while the research shows that streaming video is (quite understandably) being enjoyed by every generation - as we rapidly approach 2020, this great tech era means that consumers expect a phenomenal entertainment service such as OONA TV. - That way, they can enjoy uninterrupted, broadcast quality viewing; an incredible choice of content; flexible free and subscription options; and an entertainment experience that is a perfect fit for their generation, be they Baby Boomers, Gen X, Millennials (Gen Y), or Gen Z (iGen).
References
[1]. Brightgrove (2018). “Brightcove Releases New Research On Consumer Video Streaming Preferences.”https://investor.brightcove.com/news-releases/news-release-details/brightcove-releases-new-research-consumer-video-streaming Accessed 23 Dec. 2018.
[2]. O'Halloran, Joseph (2018). “Streaming video consumption powers on.” Rapid TV News.https://www.rapidtvnews.com/2018121954543/streaming-video-consumption-powers-o.html?utm_campaign=streaming-video-consumption-powers-on&utm_medium=email&utm_source=newsletter_1971#axzz5a8ZLkj23 Accessed 23 Dec. 2018.
[3]. Fitzgerald, Toni (2018). Forbes. “Wow: Millennials Watch More Online Video Than Traditional Television.”https://www.forbes.com/sites/tonifitzgerald/2018/11/28/wow-millennials-watch-more-online-video-than-traditional-television/#4c30e2e34138Accessed 24 Dec. 2018.
[4]. Zanziger, Pamela (2018). “How Foot Locker, Nike, North Face And Starbucks Created A Culture Of Customer Loyalty.” Forbes.https://www.forbes.com/sites/pamdanziger/2018/10/29/how-foot-locker-nike-the-north-face-and-starbucks-created-a-customer-loyalty-culture/utm_source=LINKEDIN_COMPANY&utm_medium=social&utm_content=1855944366&utm_campaign=sprinklrForbesMainLI#38c071c76269 Accessed 26 Dec. 2018.
[3]. Fitzgerald, Toni (2018). Forbes. “Wow: Millennials Watch More Online Video Than Traditional Television.”https://www.forbes.com/sites/tonifitzgerald/2018/11/28/wow-millennials-watch-more-online-video-than-traditional-television/#4c30e2e34138Accessed 24 Dec. 2018.
[4]. Zanziger, Pamela (2018). “How Foot Locker, Nike, North Face And Starbucks Created A Culture Of Customer Loyalty.” Forbes.https://www.forbes.com/sites/pamdanziger/2018/10/29/how-foot-locker-nike-the-north-face-and-starbucks-created-a-customer-loyalty-culture/utm_source=LINKEDIN_COMPANY&utm_medium=social&utm_content=1855944366&utm_campaign=sprinklrForbesMainLI#38c071c76269 Accessed 26 Dec. 2018.
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