Breaking the Barriers to Entry in OTT Video
What we think of as “TV” is one of the only media businesses that still has high technical barriers to entry, but what if that wasn’t the case?
Say what you will about cord-cutting, or the death of TV, or the future of TV, premium content is still a growing business.
A study by Digital TV Research concluded that global OTT TV and video revenues will reach $51.1 billion in 2020, which represents a massive increase from the $4.2 billion recorded in 2010, and the $26.0 billion they forecasted for 2015.
Let’s just put it this way: this is going to be a big part of the media businesses of the future, which makes it no surprise that content owners of all shapes and sizes are looking to deliver video directly to their customers.
However, competing in this rapidly growing field isn’t easy, especially when you look at what users expect as a baseline. If your service isn’t available on the platforms they use, and sporting a premium experience to boot, you’re going to have a hard time both attracting and retaining those users.
The challenge is that what we traditionally think of as “TV” – that is, premium video content, delivered on the screens you want, including your television set – is one of the only remaining media fields that still has exceptionally high barriers to entry from a technical perspective.
To build and deliver an app on all the platforms you need to reach, first there’s the front end experience, and delivering a premium one is easier said than done – especially to every screen on which your users expect to use the application.
When it comes to “TV” that includes phones, tablets and TV screens, all of which have fragmented platforms powering them. TV screens alone could be running apps from Roku, Playstation, Xbox, Samsung Tizen, LG webOS and more. The scope of the front-end problem is where many companies stumble, since the more traditional approach of developing custom, native interfaces for each platform has become untenable.
That’s the problem we’ve always been interested in solving.
How can we reduce the technical complexity involved in delivering premium video app experiences on every screen? There’s no reason for it to still be as complicated as it currently is.
This week, in that spirit, we launched a new product to help bring that complexity down. The week before, we launched a complete guide to choosing the right solution for your SVOD user experience, to demystify the software choices that can also reduce complexity in the app development process.
The guide walks you through everything you need to consider – and everything you need to ask your vendors – before diving in with a technical solution for your app’s front end experience.