Video: How Do Content Owners Prioritize OTT Platforms to Target?
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金伯利希克斯: With Disney Now, we targeted our largest platforms first. So we launched on Roku, IOS devices, Apple TV, and Android. Then, we’re targeting Android TV, Fire TV, and web later in the year. 这是, 真的, we didn't have enough engineering to do everything at once, so we 真的 had to prioritize what we wanted to do to get a great experience.
It goes back to what you were just saying that we want to have a very good experience, 沉浸式体验. But 我认为 it goes back to early days when new devices started coming out, 曾经有一段时间, 我认为, everyone felt like they had to be on everything and some devices didn't work out. I did a sprint to get on Google TV but that didn't go anywhere. 我认为 companies started being a lot more selective of, "Where do I invest my money?“我觉得自己像媒体, 在一般情况下, is a little bit more cautious now--"Is this going to be a thing or is it not going to be a thing?" 我认为 smart TVs are a little bit late in getting a lot of these apps because it's just more difficult to develop for them and they're always trying to figure out if they're going to be a true thing, if people are going to use them or keep using connected devices. 从我们的角度来看, we want to be everywhere our kids are, so we'll keep growing our platforms as well.
卡琳娜Kogan说: Our priorities this year have 真的 just been about being everywhere. We're now close to achieving that goal with the addition of smart TVs later this year. We are on all the major platforms.
From here for us it's much more about looking at the data and seeing where we're getting adoption. It's also about acquiring user data and being able to leverage that data for monetization, 改善服务, 对于个性化. Wherever we have partners that allow us to capture data and wherever we're able to use that data effectively, 是我们做出选择的地方吗.
Roku has actually been a great example of a partner where in less than four months, we had a million downloads on Roku, and that's largely because Roku worked 真的 well with us to help us get there. We're seeing much longer session times on Roku. 我们继续, 例如, 投资Roku, because the data's telling us that our consumer 真的 likes to find us there. It's a little bit of an iterative process for us.
Next year, 我认为, a big part of it is going to be about enhancing the video experience itself. 现在, 我们是一个非常线性的乘积, so we're great for watching linear TV in an app, but we don't toggle elegantly between linear content and short-form digital content, so that's something that we're looking to next year to make our products more sticky.
We want lots of different types of content, so not just being able to deliver a television experience, but to deliver a video viewing experience to a particular customer. Knowing about that customer is where our priority lies.
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