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

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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.