Image credit: Nagra
Consumers are now entering a
fragmentation tipping zone, and before too long, industry players are
going to need to come up with workable re-bundling solution. - But
could super-aggregation be the answer?
“I Can't Get No-O Satisfaction!”
Our entertainment landscape has been
drastically transformed by the rise of on-demand over-the-top
multiscreen services, but in this ever increasing on-demand cosmos,
consumers expect content on their terms. But are they getting it? Are
they completely satisfied, or are they perpetually on the lookout for
something better? [1].
Well, the answer seems to be, that
although consumers cannot complain that there is not enough content
for them to choose from, just getting to the show that want to view
right at that very moment, necessitates negotiating through a complex
maze of menus across an ever expanding number of services and apps
[1].
This scenario becomes even worse when
studios strive to distribute their own content directly to viewers -
something which allows them to surpass the licensing fees associated
with third-party streaming services or broadcast TV. And although
this strategy might bump up the studio’s bottom line, the service
providers do not receive any support [1].
Turning Negatives into Positives
The much anticipated exciting Disney+
service, serves as “the most recent high-profile example of this
scenario. - Content choices are endless, but consumers are more
likely to get frustrated by having to search multiple sources for
content to reach the shows they want to watch” [1].
And although it could be debated that
yet another subscription-based video on demand platform will bring on
more pay-TV subscriber churn, it is nonetheless, feasible that this
situation presents service providers with an opportunity to claim
their role as OTT “super-aggregators,” which offer a major
gateway to all the content viewers long for [1].
What Does it Take to be a
Super-Aggregator?
To achieve this title, providers need
to be branded content distributors able to offer an attractive
bundle. - This should include a great choice, as well as
customer-friendly flexible pricing and convenience. Furthermore, the
provider must be sitting on a large user-base, and should take
responsibility for product and service innovation [1].
Research undertaken by Nagra's Pay-TV
Innovation Forum, indicates that: “user experience is becoming one
of the defining factors for consumers when choosing a pay-TV operator
“ [1]. To that end, operators who want to become super-aggregators,
will need to be innovative with their user's experiences and user
interface systems [1].
Ever Increasing Content
As the explosion of content continues
to increase, ultimately, the basis of a first-class user experience
will be a fantastic journey of content discovery. These days, consumers who pay subs,
expect to locate and consume content easily, via an uncluttered,
simple and engaging interface. So operators need to give them just
that - whatever the source [1].
Mastering Efficient OTT Content Onboarding
Operators who intend to become super-aggregators, must be highly efficient in on-boarding over-the-top content. This should be done by cleverly harnessing companion OTT apps such as OONA TV; as well as having strong content value protection, and a data-driven drive towards content discovery [1].
Operators who intend to become super-aggregators, must be highly efficient in on-boarding over-the-top content. This should be done by cleverly harnessing companion OTT apps such as OONA TV; as well as having strong content value protection, and a data-driven drive towards content discovery [1].
The television industry needs to
metamorphose so that it offers a platform-agnostic concept for
distributing a synergy of video and television content. - Something
which should be accessible across all screens and networks.
Ultimately, at the end of the day, providers of pay-TV are endowed
with a fantastic opportunity to enjoy a lead role in the aggregation
of OTT services, something which could make them the new pay-TV super
heroes [1].
But Is There Another Solution to Consumers' Dilemmas?
Consumers know what they want, but they want it for a decent price. Simplicity is one of those wants, and to that end, spokesmen at Disney+ made the very valid point that their platform is especially suited to users who crave simplicity. - And this is no doubt, a welcome alternative to: “the thousands of scattershot shows and movies on Netflix. [Moreover], Disney executives said they would offer a streamlined set of offerings from their popular content brands including Marvel, Pixar, and Lucasfilm” [2].
Consumers know what they want, but they want it for a decent price. Simplicity is one of those wants, and to that end, spokesmen at Disney+ made the very valid point that their platform is especially suited to users who crave simplicity. - And this is no doubt, a welcome alternative to: “the thousands of scattershot shows and movies on Netflix. [Moreover], Disney executives said they would offer a streamlined set of offerings from their popular content brands including Marvel, Pixar, and Lucasfilm” [2].
Disney+ is certainly bringing with it,
a whole lot of top quality thrilling content. This incorporates: live
action series; animated series & shorts; documentaries,
unscripted series & live specials; and original films. This
prompted CNN to ask its readers an important question: “How much
would you pay for Marvel, "Star Wars," Disney Animation,
National Geographic and "The Simpsons"? $15? $10? How about
$6.99 a month?” [3]. Well, that really is a brilliant deal for all
the enjoyment that Disney+ can endow on families. - And if consumers
take out a yearly subscription, then the price is even lower.
Moreover, Disney+ undercuts its number one competitor, Netflix [3].
On Disney's Investor Day, last month: “some of the investors and
media members in the room actually gasped when the price was
announced” [3], so interesting times lie ahead for the industry...
Consumers Don't Want Subscription
Overkill
Research conducted
by Tony Gunnarsson - a leading Ovum analyst, indicated that most
consumers are only prepared to subscribe to 2.25 streaming services.
Moreover, leading figures in the industry believe that although the
market is likely to accommodate Disney, other streaming platforms
will not have that Walt magic [2].
So What's the Solution?
In one word – OONA. - This rapidly up
and coming new OTT TV kid on the block, is set to revolutionize the
industry, as unlike other players, it puts consumers in the front
seat. Why? Well, not only does it offer an awesome free on-the-go and
at home entertainment service via the OONA app; it empowers users
with a fantastic selection of hundreds of top local and international
channels; it even rewards them with a virtual currency (redeemable
for a broad range of branded goods and services, discounts, and free
telcom products), just for watching and sharing what they love. And
if consumers want to pay a sub to Disney or Netflix, etc., then this
addition can sit on top of their OONA TV base.
Doing the Math
This ideal scenario means that millions
of people in the US and indeed all over the world, will be forking
out far far less of their hard earned money per month, and they will
have the simplicity that the Disney execs were talking about. And if
users want special live baseball and other sports specials, and
exciting new content, then they can subscribe to the OONA+ SVOD
service. - This has so much flexibility, and you can even request it
just for special occasions, such as on certain weekends, or when your
family are on holiday. So what could be better than that?
Making an Impact
OONA is currently set up to serve 185
million Indonesians, and is well on its way to being established in
the US, Europe, Africa, South America and the Middle East. Headed by
leading digital strategist and AI expert, Christophe Hochart, the
platform's ethos has been the same ever since he founded it a few
years ago: to put consumers first; give telcoms, studios and content
holders an unbeatable deal; to empower billions of people with free
access to top entertainment, so they do not have to go to pirate
sites; reward loyal users with a virtual currency which can be used
for countless goods and services; and offer the latest cutting-edge
customer functions such as: making your own channel; and OONAbot, the
AI genie in the app who personalizes content, and arranges
personalised ads which can help consumers save time and money.
References
[1]. Nagra (2019). “Why super
aggregators are the new pay-TV heroes.”
https://dtv.nagra.com/why-super-aggregators-are-new-pay-tv-heroes
Accessed 5 May, 2019.
[2]. Zeitchik, Steven & Timberg,
Craig (2019). “How the dream of cheap streaming television became
a pricey, complicated mess.” Washington Post.
Accessed
5 May, 2019.
[3].
Pallotta, Frank (2019). “Disney flexes its media
muscle at Investor Day.” CNN.
https://edition.cnn.com/business/live-news/disney-streaming/index.html
Accessed 5 May, 2019.
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