Cord-Cutting Cable TV: Soon There'll Be No More Cords To Cut

                               Image credit: Tech Hive

All Systems Go

The Waterstone Group consulting firm which focuses exclusively on advising tech companies, recently conducted a cord-cutting survey involving 5,000 respondents in the US. The study results suggested that a massive increase in cord-cutting is currently underway, and that the trend will carry on relentlessly. - The sinking subscriber numbers say it all: “59% of Americans have cut the cord, while another 29% are thinking about it. That leaves just 12% of Americans who are committed to staying with their traditional cable packages” [1]. - But for how long? - This is a mighty low percentage indeed – and one that is likely to simply perish away [1].

Billions of $s Worth of Fabulous Content

We all want awesome entertainment, and exciting new series, and that is why the mega investments of 2018 instigated by the likes of Netflix - which shelled out $13 billion for new content; Amazon - which invested $5 billion on the same; and Hulu - which endowed their viewers with more content at a $30 billion price tag [1], are likely to relegate cords to the entertainment history museum.

OTT Is Not Just Now – It's the Future

Research complied by Kagan also indicates that competitively priced OTT products represent a prime reason for the surge in cord cutting, be they subscription video-on-demand platforms [such as OONA Global TV, which also offers a free ad-based option], or virtual multichannel or direct-to-consumer offerings. Other factors involve the flexibility and ease of signing up for, and cancelling OTT online streaming services. The latter of which do not necessitate contracts that tie people down both financially, and content-wise [2].

“Broadband-only homes are set to account for 41.7% of wireline broadband households by 2023” [2]

The study also indicates that by 2023, broadband-only households will account for 41.7% of homes with wireline broadband. Moreover, it is predicted that by then, telco broadband and cable will provide for almost three-quarters of American households. S&P Global Market Intelligence's senior Kagan research analyst, Tony Lenoir, stated that: “The steep upward trend due to ‘cord-cutting’ is not surprising given the abundance of online video services on the market” [2], however, this argument could be cyclical, due to an increasing number of companies reacting to the broadband-only market by jumping on the streaming video wagon [2].

                           Photo credit: Old Photo Archives

Streaming is the New Rock'n Roll of Entertainment

Lenoir noted that when it comes to the average consumer: “The value proposition of streaming video services touches a chord” [2]. - This is certainly the case, as it is happening all across the globe. Further, principal analyst at eMarketer, Paul Verna, notes that: “[One] factor driving the acceleration of cord-cutting is the availability of compelling and affordable live TV packages that are delivered via the internet without the need for installation fees or hardware” [3].OONA OTT Mobile TV is an excellent case in point. This next generation cutting-edge platform with its free and premium options; that actually rewards viewers for watching what they love, is currently set up to serve 185 million Indonesians, and is well on its way to providing the same to billions in other parts of Asia, Africa, the Middle East, South America, the US and Europe.

So What Does OONA Offer?

In the first instance, OONA users can enjoy free top class entertainment on the go, any where, any time; as well as in the comfort of their own home via TV casting. Also, with up to 300 national and international channels, plus original content to choose from, users are truly spoiled for choice! - And as Lenoir says: “Streaming services are typically screen-agnostic and seamlessly portable, and they offer individual, customised consumption for customers [2]” In fact, with OONA, users can even create their own TV channel by downloading their favourite programs so they can watch them at their convenience when they are ready to chill out, or need to put some spice into their lives when they are on a boring commute, or waiting around somewhere.

Personalisation is Essential

OONA viewers are empowered with a patented personalized AI chatbot, who is there is serve them, and deliver the entertainment content and ads they are interested in. They also enjoy the benefits of a user-friendly interactive platform, and have their constantly evolving favourite channels, programs and ads, lined up ready and waiting for them. Users can also edit content, and use a variety of fun tools and stickers when they share exciting films and programs, and send messages to friends and family.

Standing Out From the Crowd

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

OONA OTT Next Generation – One Step Ahead of the Game

The founder and CEO of OONA Global, leading digital strategist, Christophe Hochart, was mindful of the fact right from the get-go, that these days - all the world over, everyone wants, and indeed expects, different choices for the services they subscribe to. So to that end, users should be able to find a plan which is perfectly suited to their lifestyle and needs, with the flexibility to change it whenever they chose to do so. And this is why OONA offers AVOD, SVOD and TVOD options.

Flexibility is a number one consideration with OONA, and its strategy empowers viewers so they can enjoy the freedom of not being contractually tied down with financial commitments to cable companies etc. - In fact, OONA consumers have a whopping five choices:

Option 1

Viewers do not have to pay subscription or data charges. This is because OONA's AVOD (ad-based live & on demand video service) is completely funded by personalised ads which are regularly updated according to what branded products each individual consumer is interested in at the time. Further, the technology that OONA uses enables first-class digital FTA (free-to-air) broadcasting in a clear (unencrypted) form.

Option 2

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 3

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 4

Viewers can unlock premium content by using their tcoins (OONA's vitural currency rewards which can be used for telcom products, free phone minutes, branded goods and services, discounts, meals and other fun things). 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 in the app, Siskabot. They are stored in a personalised virtual wallet.

Option 5

Premium pay-TV content can be easily included in the user's telcom data plan bundle.

References

[1]. Clancy, Michelle (2019). “Cord-cutting accelerates in the U.S” Rapid TV News.

https://www.rapidtvnews.com/2019012954940/cord-cutting-accelerates-in-the-us.html?utm_campaign=cord-cutting-to-nearly-double-in-us-broadband-only-hones-over-the-next-5-years&utm_medium=email&utm_source=newsletter_2004#axzz5dqR9Tvdt  Accessed 29 Jan. 2019.

[2]. O'Halloran, Joseph (2019). “Cord-cutting to nearly double in US broadband-only homes over the next five years.” Rapid TV News. https://www.rapidtvnews.com/2019012954943/cord-cutting-to-nearly-double-in-us-broadband-only-homes-over-the-next-five-years.html?utm_campaign=cord-cutting-to-nearly-double-in-us-broadband-only-hones-over-the-next-5-years&utm_medium=email&utm_source=newsletter_2004#axzz5dqR9Tvdt  Accessed 29 Jan. 2019.

[3]. Feldman, Dana (2018). “Pay TV Sees Mass Exodus As Cord-Cutters Jump More Than 30% In 2018.” Forbes. https://www.forbes.com/sites/danafeldman/2018/07/24/as-cord-cutters-jump-more-than-30-in-2018-pay-tv-sees-mass-exodus/#608d5ddcbda0  Accessed 30 Jan. 2019.

Consumers Not Taking Any Stick With Mobile Streaming

Image credit: Videomaker

"For Many, Streaming is a Daily Activity" [1]

The awesome benefits that we are all enjoying via our high tech living in this exciting digital era, means that we are now expecting certain standards, and nothing less than getting exactly what we want, when we want, and the way we want it, will do. - Naturally, this applies to mobile streaming – a phenomenon that is rapidly transforming our world of soaring high octane entertainment.

To that end, in this article we are going to take a look at the highlights taken from the Q4, 2018 Penthera International Streaming Behavior Survey. This comprises research on the changing behaviors and attitudes of 18 to 50 year-old users towards download technology and streaming. The study involved 3,000 respondents in Italy, France, Germany, Spain, Netherlands, UK, Argentina, Columbia, Brazil and Mexico [1].

 “Almost 50% of respondents stream video content on their mobile devices daily” [1]

                       Image credit: Penthera      

An Unstoppable Revolution

Streaming services such as Netflix, Amazon, Hula, and OONA Global – the cutting-edge free TV platform, are continuing to expand at an exciting pace. - And this unprecedented growth is not just confined to America. – By 2021, Latin America's video streaming income is expected to shoot up from $425 million (now) to $859 million. Moreover, by 2020, Europe's revenue is likely to stand at a whopping $7.2 billion (up from the $4.3 billion it achieved in 2016 [1].

So What is it About Streaming that is Causing Such a Revolution?

To answer that question, we go to the founder and CEO of OONA Global Mobile TV - a highly successful new kid on the block that is set up to serve 185 million Indonesians with its AVOD service which provides: hundreds of free top national and international channels; a rewards system that credits users with a virtual currency (tcoins), which can be redeemed for branded goods and services, discounts, meals, fun days out, holistic health treatments, and free phone minutes and telcom products, just for watching and sharing the content they love, which they can spice up with fun editing tools; interactive functions to connect up with millions of users, and a cool personal AI assistant (Siskabot) who acts as a genie in the OONA app, and is there is ensure that users get their favourite content, and only see ads that interest them, and can save them time and money.

OONA also offers a choice of ad-free premium content. Moreover, OONA is on course to provide its unique service, which goes over and above OTT, to billions of people in other parts of Asia, Africa, the Middle East, South America, the US and Europe. Hochart remarked that: “OONA and other successful streaming services are rocketing primarily because consumers what the flexibility of being able to view great content any time, any where.” This coincides with the Penthera study which indicates that 89% of panellists (89%) stated that they stream films and TV and via their mobile devices outside their home [1].  

But Not All Streaming Providers Are Equal

                               Image credit: Penthera                       

“As streaming viewership continues to grow globally, it is clear that viewers are looking to engage with mobile applications that offer them the best user experience” [1]

Penthera reported that the study respondents had a: “low patience for poor viewing experiences due to weak/non-existent connectivity. 88% of them reported some level of frustration while streaming video” [1]. This frustration included: increased monthly data charges (unless consumers are with a free platform such as OONA TV; annoying ads; buffering; and videos taking too long to get started. Further, respondents stated that if they have connectivity issues: they simply give up, and try again later (47%); would take a look at other apps (25%); and said they would quit using that particular app for good (20%) [1]. These are quite normal responses, as when it comes to our entertainment, we should have a seamless experience, and certainly do not want to feel frustrated, so is it any wonder that: “one in five respondents said that [if that was the case] they would stop using that particular service, and more than a quarter said they respond to streaming frustrations by leaving a service for competitors with more reliable technology” [1].

                                          Image credit: Penthera    

A Streaming Way of Life

48% of respondents in all the countries that were surveyed stream content every day. With regard to age groups: 84% of 18 to 29 year olds; 78% of 30 to 39 year olds; and 57% of 40 to 50 year olds, stream videos at least once a week. By region: the Latin American respondents topped the list for being the most ardent streamers with 61% streaming every day, and 25% every week. In the case of Europeans: 39% stream daily and 28% weekly [1].

Frustration Prevention: OONA's Download Option

One great solution to preventing user frustration – something that should never happen on good platforms, is to follow OONA Mobile TV's lead by adopting a download solution. All OONA users have to do is to simply go the Offline Videos option, and download what ever movies, shows, sports specials etc., they fancy, to their smartphone and/or tablet, at the click of a button. And to make things easy, there is a clear notice at the top of the screen showing completed downloads, and downloads in progress. By offering simulated live streaming which lets users create a streaming/playlist schedule for playing back in a live linear stream, everyone on OONA can create their own personal channel which they can enjoy anytime, any where, without needing an internet connection. - What could be better?

The Stats

While the fact of the matter is that download capabilities remain a relatively new tool for app users, Penthera's report notes that: “these capabilities are proving their value to video providers” [1]. Over 33% of respondents stated they have engaged with download functionality; and 36% said they download at least once a week. Both Europe and Latin America registered a high download use at 62% for the former, and 77% for the latter [1].

The Need to Take Action

Consumers need to be respected and appreciated, and this means that providers are obliged to invest in new tech in order to negate network overload and poor connectivity. Further, they need to employ team members with the appropriate expertise [1]. Excellent CX, such as that provided by OONA, is also essential. For example, any technical faults can be reported 24/7 to Siskabot, and these reports are immediately transferred to the OONA Digital Care (Tech) Team.

Further, when it comes to quality standards and viewing: the OONA platform has a 24/7 Download Quality Report Function. This shows users the quality level of the programs they want to watch/are watching. For example: 720p HD.

Are Consumers Happy to Pay a Monthly Download Functionality Premium?

“Viewers care when their services offer a download option”

The research indicates that users see downloading as a valuable dimension, and are ready to go for it: overall, 71% said they would be willing to pay, and 15% stated they would pay at least $5. Moreover, 58% of respondents from all the countries surveyed, stated that: they are more inclined to pay a sub to providers which offer download functionality. Further, close to a quarter of them declared that they would be more open to watching that provider's programming [1].

Summary

In this high tech era with multiple options at our fingertips, we have the ability to dump an underperforming platform at the blink of an eye, and go to one that offers a better service. This means that streaming video providers need to be ahead of their game, appreciate their viewers, anticipate their needs, and provide a second-to-none service. As we approach 2020, user frustration should not be on the entertainment menu. “In an industry growing exponentially, the biggest winners will be [platforms such as OONA Global TV], that not only address their viewers’ practical issues, but invest in technology and talent to continue to innovate... introducing functionality that delights well beyond their competitors” [1].

Reference

[1]. Penthera (2018). Penthera International Mobile Streaming Behavior Survey Q4 2018. https://cdn2.hubspot.net/hubfs/5016448/Penthera%20International%20Insights_Q4_18.pdf__hssc=250620569.1.1548427909693&__hstc=250620569.85eb571c225ae2538c7a09c8d24a0531.1548427909692.1548427909692.1548427909692.1&__hsfp=2194228657&hsCtaTracking=f602a091-80bf-4f92-a5bc-a6f32414c553%7C85ec6dc4-a473-4c34-8f27-8348fe2862be  Accessed 24 Jan. 2019.

OTT is Revolutionizing the Broadcast Industry

“New OTT Services Aren’t Saturating the Market, they ARE the Market” [1]

As OTT progressively becomes the central focus of the continually evolving world of studios, tech companies, operators and broadcasters, this article takes a look at their future plans in Ooyala 's State of the Broadcast Industry 2019 report.

The main takeaways are:

• A huge rise in major streaming services onto the market
• A speed-up of M&A & M&E activity as broadcasters engage in building up content volume which can meet global streaming requirements
• A multi-billion$ increase in original content creation
• A plethora of OTT premium sports content as broadcasters & leagues work to attract Millennials [1]

“It’s hard to believe that just a few years ago, streaming was the supplement to traditional broadcast television and pay TV” [1]

It was not so long ago that: due to multiple issues, streaming quality services got the thumbs down; and there was disbelief that Netflix’s foray into streaming VOD would ever make the grade. - In fact, Jeff Bewkes, the CEO of Time Warner actually “compared Netflix’s chance of disrupting the traditional TV ecosystem with that of the Albanian Army taking over the world” [1]. 

Yet, AT&T has consumed Time Warner, and together with NBC Universal's parents, Disney and Comcast, it has partnered up with streaming service, Hulu. In under 10 years, Netflix has earned centre stage as the planet's largest worldwide TV channel; AT&T is set to launch a number of streaming services; and broadcasters NBCU and CBS have transformed the sale of content to streaming consumers into a fine art [1].

Image credit: Adobe Blogs

All For One & One For All

Sinclair Broadcast Group’s president and CEO, Christopher Ripley, noted that: it is completely antiquated to think that the broadcast space is separate. “We’re competing with the telecom operators, we’re competing with the Internet companies. We’re all in each other’s spaces. We’re all customers of each other. We’re all competitors with each other” [1]. Moreover, these days, broadcasters have to take on the outlook of a diversified media company [1].

Empowerment of Content

As we rapidly approach 2020, there is no doubt that multiple devices are the norm. From Baby Boomers to the Silent Generation and those in-between, everyone is being empowered by the new tech methods which deliver top content on cutting-edge platforms such as OONA Global Free Mobile TV. - A state-of-the-art app that gives them up to 300 free international/national, and local channels, any time, any where, as well as an option of SVOD premium content. SVP of Nielsen's audience insights, Peter Katsingris, remarked that: “With the increased penetration of subscription video on-demand services, we have also seen increases in the use of devices used to stream content.” Moreover, this applies to consumers of all ethnicities [1].

Open Sesame

Right now, there is a major transition from the delivery of skinny bundles and broadband, towards 5G mobile delivery. This will magically open up the portal to genuine “à la carte services [such as OONA Mobile TV], that make content from anywhere available everywhere, and on any device” [1].

Strategy Analytics director, David Watkins, noted that: “The popularity of connected TV devices, in particular Smart TVs and dedicated media streaming devices such as Roku, Amazon Fire TV and Chromecast, has grown dramatically over the last few years, and has led to a fundamental shift in how consumers view and engage with content on the TV set [1].” So OONA's TV casting option is a case in point, as it means that viewers can enjoy free TV on their mobiles and home TVs.

Image credit: Broadcast Bridge

Rolling, Rolling, Rolling

As Ooyala 's research shows: the continual upsurge of over the top services has not yet saturated the market, and the latter is a long way off. Moreover, although it has to be said that there will undoubtedly be an upper limit as to how many subscription based video-on-demand services viewers are happy to shell out for, this scenario will take time to come about. Further, that limit could continue to shoot up, as more a la carte channels emerge, particularly as younger viewers who regard streaming as part of their everyday lives, get older. These facts say it all:

• 47% of viewers aged 22-45 do not watch any content on conventional television platforms
• 61% of viewers aged 18-29 primarily watch TV on streaming services (Pew Research Center)
• Netflix's original film, Bird Box, was seen by 45 million account holders during its first 7days
• Americans enjoy over 8 billion hours of content every month (Neilson) [1]

So the salient point is that AVOD OTT and SVOD OTT services such as OONA Global TV: “are steadily replacing traditional content delivery” [1]. And just like OONA - which is currently set up to serve 185 million Indonesians, and is well on its way to providing its free next generation state-of-the-art interactive service (which actually rewards people for watching the content they love), to billions of people in other parts of Asia, Africa, South America, the Middle East, the US and Europe; “there’s no end to the opportunity to create connections with a global audience” [1].

  

New Exciting Entertainment OTT Style

 “Consumers now enjoy unparalleled freedom in selecting media and entertainment options and their expectations are at an all-time high” [1]

As the founder and CEO of OONA, leading digital strategist, Christophe Hochart, acknowledges: “OTT is not traditional television, and OONA not only responds to the new revolutionary environment, it goes a step further by offering more than OTT.” OONA is an experience – a cool platform with an ethos that puts the customer first, and offers a fantastic world of possibilities any time, anywhere - on the go, or at home. It provides the latest high tech functions, including creating the user's own channel; free live and VOD entertainment over hundreds of top international and national channels; fun interaction with millions of users; a personal AI assistant who arranges the content people love; and virtual currency rewards (tcoins), which can be redeemed for branded goods and services, discounts, meals, fun days out, holistic health treatments, and free telephone minutes and telcom products - just for watching and sharing content, which can be jazzed up with the latest editing tools!

“Premium OTT services are predicted to grow at an average CAGR of 9.7% by 2020 globally” [1]

The Diffusion Group's research indicates that in the US, over 76% of households with broadband, subscribe to one main streaming service at least, namely: Hulu, Amazon or Netflix. Moreover, a further 8% shell out for a virtual pay-TV service such as DirecTV Now, or YouTube TV. And research provided by Deloitte shows that the average streaming household has three SVOD services.

Image credit: Lesley Pollock

Wrapping Up

In summary, OTT has achieved the equivalent of reaching another entertainment universe. - And all generations and ethnicities are revelling in being empowered by the fabulous choice of content on offer, which in the case of OONA Global TV, is free. Moreover, as more people reach for their scissors to cut their TV cords, and Millennials and Gen Edge (the post-Millennial generation born after 1995), continue to turn their back on conventional TCV, the surge into OTT keeps surging forward as more and more media companies are joining, rather than battling the winning cohort.

Reference

[1]. Ooyala. (2019). “State of the Broadcast Industry 2019.” http://go.ooyala.com/rs/447-EQK-225/images/Ooyala-State-Of-The-Broadcast-Industry-2019.pdf Accessed 17 Jan. 2019.  

2019: Top Predictions For Digital Marketing Trends

Image credit: dqindia

“With new technologies, such as: voice, artificial intelligence (AI), machine learning, virtual reality, augmented reality, natural language processing and facial recognition becoming mainstream, it can feel as if marketers are always chasing their tails” [1]. So what do you think this year holds for digital marketers? - To try to help you deliberate your answer, in this article we put the spotlight on what experts from the industry think will happen in three different areas.

Number 1: Data Privacy Will Become More Concrete

“Even if data is used for consumer benefit, a privacy breach will see consumers move elsewhere”

Thanks to Mark Zuckerberg & Co., there is little doubt that people have become very savvy when it comes to platforms misappropriating their personal data. The 2018 crackdown brought with it the EU's GDPR, and since then, other acts concerning data privacy are being overhauled and enforced all across the globe, and this trend is likely to continue. To that end, companies have to be mindful of the fact that disaster is just one data breach away, and in today's heavily consumer-driven environment, no company - regardless of how big they are, can afford such a calamity. - Remember how FB's shares plummeted like a giant asteroid falling to earth?

Mark Henning, the executive director of Kantar media, predicts that: "Marketers will need to get intimate with trusted data by using their own or key trusted partners and focus on measuring its effectiveness to ensure it delivers on the targeting promise and impact" [1]. Further, leading digital strategist, and founder and CEO of the rapidly growing OTT platform, OONA Global Mobile TV, noted that: “Today, consumers are aware of the severity of the potential misuse of their data, and this is unlikely to change. That is why, right from the get-go, OONA's strategy has always been to run a fully transparent platform; to respect and protect users' data; and to process anonymous stats.”

Number 2: The New Currency is Consumer Capital

“ Industry pundits expect to see the consumer working for brands as well” [1]

Clearly, consumers should be central to business decisions, and to that end, brands work for their customers. For Katherine Calvert, the chief marketing officer of Spredfast and Lithium, this: “will be the year brands leverage their social capital with consumers to help drive sales, answer questions, and act on the brand’s behalf in times of crisis” [1]. This is without doubt a winning strategy, as social media becomes ever more powerful and a major part of our lives, not to mention the research studies which show that consumers are heavily influenced by social recommendations.

“Communities are the driving force that builds brands into cultural icons” [1]

Calvert also puts forward the perspective that brands can realise the measure of their social networks via digital social capital. – And makes the analogy that in the same way as higher levels of economic capital can generate greater opportunities, when it comes to a brand's audience, more social capital can deliver a more substantial outcome. If we consider consumers' comments and feelings of loyalty towards certain brands: it is evident that community members are more likely to act on the brand’s behalf when it has more social capital [1].

“By building and promoting places for superfans to create content, share stories, and shout brand love, companies will secure brand loyalty from the ground floor” [1]. OONA Mobile TV is an excellent case in point when it comes to achieving exceptional brand loyalty . - Its first foray has been into the Indonesian market, where it has enjoyed phenomenal success, and is set up to provide 185 million Indonesians with free ad-based live and video on-demand entertainment from leading international/national and locals channels. The OONA platform empowers users with a very strong interactive experience.

Users can freely interact with millions of other viewers, and friends and family, via OONA's fun vibrant chat rooms, as well as on Instagram and FB etc., to shout out about what they enjoy about the OONA entertainment experience. This could be:

1. Expressing their love for certain channels which feature the latest series, great films, live sports, action, motoring, combat, celebrity gossip, Fashion TV, cookery specials, comedy, cartoons, anime, documentaries, educational programs, news, and more.
2. The virtual currency rewards (tcoins) users receive just for watching the personalised entertainment they adore, in addition to select personalised ads supplied by the cool AI OONAbot that can save them time and money.
3. The fabulous branded products and services, generous discounts, free meals, fun days out, and free telephone minutes and telcom services that they can redeem their tcoins for.
4. Talking about ads for must-have branded goods and services that they have expressed interest in on their one to one conversations with OONAbot. - The products they can't wait to get because they have found a great deal through OONA.

Dean Capobianco, the MD of Asia Pacific emerging markets at LiveRamp, believes that: “the marketing ecosystem will go from data-driven marketing to more people-based marketing, and put customers at the centre of marketing” [1]. To that end, marketing and customer care will ultimately merge, and 'social customer service' such as that employed by OONA TV (which uses insights gleaned from its AI personal assistant's regular customer care interactions, in order to personalise the way in which it targets its marketing towards them), will be the way forward.

                                                                      Image credit: Maillie

Number 3: Programmatic Marketing Still Takes the Number One Spot

It is predicted that by 2020, the spend on global programmatic will exceed $43 billion, and the next growth phase will occur this year. OONA TV, has certainly achieved excellent results from embracing this form of marketing, which is part of its strategy for the inroads it is making into Asia, Africa, the Middle East, South America, the US and Europe, where it will offer its free AVOD live and video on-demand model, along with premium options. But what will happen when programmatic matures?  

  

Streaming Video Continues to Rule As Cord Cutting Rockets Into 2019

“Streaming video blasted beyond any tipping point in 2018 and will command even more attention in the coming year” [1]

Image credit: Tech Pro Research

The Fight Is On For Viewers & Subs

There is no doubt that subscription streaming services are a massive hit for countless consumers who adore watching top level TV and films. The figures provided by the Leichtman Research Group survey prove this. In 2018: viewers' adoption of Netflix along with other services, continued to shoot up, with approximately 69% of consumers now paying a sub to Netflix, Hulu or Amazon Prime. - That is up 17% since 2015. - Moreover, it is important to add that 43% of homes pay subs to multiple streaming video services. - Which is up a whopping 20% from 2015 [1].

Cutting, Shaving & Shunning

The rise of content delivery via broadband, and doing away with the traditional pay-TV cord by the masses, is backed up in yet more survey research results. - This time by Deloitte, the world renowned consulting firm. The latter indicated that 55% of households in the US: “subscribe to at least one video streaming service [and] the average subscriber in the survey paid for three services” [1].

"We see the entire pay TV sector slowly declining in the next five years" [1]

Another Significant Milestone

Now in 2019, it is very likely that American households that enjoy streaming services could easily overtake homes that subscribe to conventional pay TV companies. In fact, it is predicted to be in excess of 78%. - And that certainly is a big number! In the US, as it currently stands: streaming video services have already surpassed pay-TV in households that have broadband. This applies to around 80% of all households. Further, the Diffusion Group think tank has published stats which show that 76.4% of homes pay for a streaming service such as Hulu, Amazon Prime or Netflix.

Marginally less broadband households (74%), pay for a conventional pay- TV service from a fiber, satellite or cable company. On top of this, 8% subscribe to a "virtual" pay-TV service which they receive via the internet. The latter include: Sling TV, Now, and DirecTV [1].

Streaming Disruption Successfully Changing the Dynamics

“SVOD service adoption is strong with the OTT TV subscriber group (91%) versus 70% among the larger group of adult broadband users” [2]

The prediction for the M&E landscape, is that 2019 will see continued disruption and more streaming options. As it stands, the demand for new content to stave off competition from Netflix and other such video platforms, has already resulted in Disney's $71 billion purchase of Fox films and TV studios, along with Fox's 30% share in Hulu's streaming service; not to mention AT&T's colossal $85 billion Time Warner acquisition. And Disney and AT&T are both planning on launching new services during the course of the year [1].

Consumers' Need For Increasing Flexibility

Rich Greenfield, a tech and media analyst with financial services firm, BTIG, stated that customers are discerning and reactive to changing values and prices. He remarked that: “the Diffusion Group's survey found about 21% of broadband homes with a pay-TV service (traditional/broadband) were at least considering canceling in the next six months. The main reason? The service was too expensive for what they got, 56 percent said” [1].

Are Ads & Higher Prices On the Way?

The answer to this is surely a resounding “yes!” As platforms increase their features and programming in order to keep up/ahead of the mega fierce competition, it is extremely likely that they will raise their sub rates. In 2018 alone, YouTube TV, Sling TV, PlayStation Vue, fuboTV, and DirecTV Now, did just that [1].

The bad news for many, is that as live streaming services adjust to what consumers want and will pay for, subscribers can anticipate more price increases. Conversely, other platforms may turn to an AVOD (ad-based video on demand) service. The founder and head analyst at Digital Tech Consulting, Myra Moore, noted that although streaming providers: "step lightly into advertising, there will be more advertising from (them) in the future” [1]. In fact, due to the lack of profit, AT&T and Hulu have made statements regarding their intention to incorporate advertising into their streaming services. "At some point, prices either have to continue to increase, or else advertising and other promotional efforts have to be implemented to be profitable," she said [1].

OONA  OTT Next Generation – One Step Ahead of the Game

OONA Global OTT TV, which started out in Indonesia with a winning strategy that offers 185 million consumers the flexibility of AVOD, SVOD and TVOD options, is an excellent case in point. These days - all the world over, everyone wants, and indeed expects, different choices in the services they subscribe to, so that they can find a plan which is perfectly suited to their lifestyle and needs.

Flexibility is a number one consideration with OONA, and its strategy empowers viewers so they can enjoy the freedom of not being tied down with financial commitments to cable companies etc. - In fact, OONA consumers have a whopping five choices:

Option 1

Viewers do not have to pay subscription or data charges. This is because OONA's AVOD (ad-based live & on demand video service) is completely funded by personalised ads which are regularly updated according to what branded products each individual consumer is interested in at the time. Further, the technology that OONA uses enables first-class digital FTA (free-to-air) broadcasting in a clear (unencrypted) form.

Option 2

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 3

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 4

Viewers can unlock premium content by using their tcoins (OONA's vitural currency rewards which can be used for telcom products, free phone minutes, branded goods and services, discounts, meals and other fun things). 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 in the app, Siskabot. They are stored in a personalised virtual wallet.

Option 5

Premium pay-TV content can be easily included in the user's telcom data plan bundle.

Second Rate Streaming Quality Will Be a Thing of the Past

Just as OONA's founder and CEO, leading digital strategist, Christophe Hochart, understands: viewers' expectations for live content quality, reliability, interface performance and convenience, must be met, and if possible, exceeded. After all, viewers who have been used to top quality live content from cable, demand exactly the same: "Gone are the days when the early adopters of live streaming accepted convenience over quality." [3]. Now, OTT viewers want to tick the boxes for all these aspects that a leading mobile service should offer.

Personalisation is Essential

OONA viewers are empowered with a patented personalized AI chatbot, who is there is serve them, and deliver the entertainment content and ads they are interested in. They also enjoy the benefits of a user-friendly interactive platform, and have their constantly evolving favourite channels, programs and ads, lined up ready and waiting for them. Users can also edit content, and use a variety of fun tools and stickers when they share exciting films and programs, and send messages to friends and family.

Standing Out From the Crowd

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

References

[1]. Snider, Mike (2019). “Streaming video will continue to dominate screens as cord cutting accelerates into 2019.” USA Today. https://eu.usatoday.com/story/tech/2019/01/03/cord-cutting-continue-cut-into-cable-pay-tvs-base-2019/2448974002/ Accessed 5 Jan. 2018.

[2]. Baumgartner, Jeff (2018). “Virtual Pay TV Market Set for a Shakeout: Analyst.” Multichannel.

https://www.multichannel.com/news/virtual-pay-tv-market-set-for-shakeout-analyst  Accessed 5 Jan. 2019.

[3]. Murray, Dan (2018). “The Arrival of OTT Live Video.” Streaming Media.

http://www.streamingmedia.com/Articles/Editorial/Featured-Articles/The-Arrival-of-OTT-Live-Video-126589.aspx 

Accessed 5 Jan. 2019.

Free Home & Mobile TV for Life With OONA OTT Digital TV

https://www.issuewire.com/ces-2019-oona-ott-tv-announces-free-home-mobile-tv-for-life-1622318368765144

CES 2019 LAS VEGAS: FREE OTT TV FOR LIFE - GET IT ON WITH OONA

https://www.youtube.com/watch?v=guPP0K-wtII

Case Western Reserve University has a strong university presence at CES Las Vegas, North America’s largest innovation and breakthrough technology exhibition, and OONA is part of it! OONA will be seeking partners to further deployed OONA around the globe. The Case Western Reserve entourage will occupy 12 booths in the Eureka Park area of the Sands Hotel showroom, so if you are attending, you can meet ChristopheHochart and the OONA team there at booth #51544.

OONA Global OTT TV is the new kid on the block at CES. - It is revolutionizing the TV industry with its Free Entertainment 4 Life, on the go & at home, with its unique 3-in-1 Free Unlimited Entertainment Bundle of Live VOD/TV, Video Games & Music Channels.

OONA also rewards users with a virtual currency (tcoins) just for watching and sharing the content they love, and interacting with OONAbot, the genie in the app who arranges everything they desire. These tcoins can be redeemed for all kinds of branded goods and services, discounts, free meals, fun days out, free telephone minutes, other telcom products, and entry to exciting daily Bid N'Win competitions for the chance to win the latest smartphones and other premium products.

OONA offers up to 300 top international/local channels which can sit on top of Netflix, HBO, Disney+ and local TV. - Or stand alone, meaning no more subscriptions - ever!

Founded by leading digital strategist, Christophe Hochart, OONA started out in Indonesia in 2017, where it partnered up with mega telcom giant, Telcom Indonesia. It is now set to serve 185 million people there, and is on route to provide its free and premium service to billions of people in other parts of Asia, Africa, the Middle East, the US and Europe. So stay tuned!

Check out #CES2019 on social media!

Christophe Hochart and the team will be at the OONA booth at CES in Las Vegas from 8 to 11 January 2019.

https://brand.sparkamplify.com/oona-global-tv

Websites: www.oona.tv www.watchoona.com

YouTube: https://www.youtube.com/watch?v=guPP0K-wtII

For further information please contact: oonafreemobiletv@gmail.com