Telstra OTT Report Explores OTT Monetization Models

在一份最新发布的报告中，OTT Monetization: Business Model Opportunities and Threats," report sponsor Telstra reveals insight into advertising- and subscription-based video on-demand (AVOD or SVOD).

"The reports shows SVOD trumps AVOD as a dominant form of monetizing OTT services globally,安娜·洛克伍德说, 市场开发主管, 澳洲电讯广播服务.

Telstra委托, the report's initial survey was carried out by 流媒体 and its partner company Unisphere研究, garnering responses from more than 500 respondents across North America, 欧洲, 和亚洲.

Respondents were asked to provide insight into their business models across the globe, and several key findings emerged that show a pattern of growing dominance for SVOD over advertising-based VOD, with 欧洲 being the outlier in a few areas such as transactional VOD or TVOD.

例如, 61% of respondents believe that longer subscriptions (with free months) are attractive to customers. This is followed closely by those who believe that package bundling is also attractive to potential SVOD subscribers.

In what may be good news for global SVOD customers, almost two-thirds of respondents said that pricing will not fluctuate in the near term.

"Our findings indicate that 65% of respondents will maintain their current pricing for the next 12 months,托马斯·霍根说, Jr.他是寰宇研究公司的总裁.

另一个关键发现是, while content continues to be a key differentiator, the need to partner with content providers and even other OTT service providers is growing.

"One-third of respondents believe that partnerships are key to growing their subscriber base,洛克伍德说.

While SVOD appears to be outpacing AVOD in terms of OTT business models, successful monetisation still remains a challenge for many incumbent broadcasters. "OTT video services are increasingly dominating the market and putting pressure on traditional broadcasters to respond and remain relevant,洛克伍德说.

This Telstra-sponsored report comes at a key time in the industry. Ooyala, an online video platform and Telstra"s wholly owned subsidiary, announced similar findings from its own analytics in the "2017年Ooyala广播行业状况报告."

Ooyala notes that 2017 guidance for the broadcast industry can be summed up in five words: Go OTT or go home.

“OTT不仅仅是加入了主流,Ooyala的公告称, “它正在推动全球广播战略."

Reporting from our 流媒体欧洲 counterpart also indicates that SVOD is part of key business plans.

"Multiple pay-TV OTT initiatives around the world indicate that OTT video is becoming increasingly core to service providers' product portfolios,阿德里安·彭宁顿在一篇名为“SVOD是OTT的赢家," citing the early 2017 launch of an OTT service called BritBox in the UK.

Even at this year's Consumer Electronics Show (CES 2017) there were indications that consumer hardware, 以2017年智能电视的发布为形式, is being primed for SVOD as an equal partner to live-linear broadcasts. Samsung's new line of smart TVs, for instance, comes with digital rights management built in.

Content owners and multi-system operators are getting into the direct-to-consumer OTT solutions space. 最近成立的康卡斯特技术解决方案, which combined Comcast Wholesale and the Platform into a new solutions arm, used CES 2017 to introduce a turnkey multiplatform OTT service for content providers to directly reach consumers willing to subscribe to individual OTT service offerings.

That leads us back around to the partnership interest expressed in the "OTT Monetization: Business Model Opportunities and Threats" report available for download today.

2017年有这么多的OTT服务, will this be the year that content and infrastructure partnerships begin a wave of OTT consolidation? 今天就下载副本 to see what other industry experts are paying careful attention to in the AVOD, SVOD, 以及OTT交付的TVOD部分.