Save your FREE seat for Streaming Media Connect this August. Register Now!

How OTT Services Are Monetizing Content

Learn more about OTT monetization at Streaming Media East.

See complete videos and other highlights from Streaming Media West Connect on Streaming Media's YouTube channel.

Read the complete transcript of this video:

Eric Schumacher-Rasmussen: Jon, in your research, you mentioned that the number of TV sources is up something like 30% or more over the last year. Do you know the breakdown of advertising-supported versus subscription? Obviously, there's all these acronyms--AVOD, SVOD, FAST for free ad-supported TV hybrid models. Transactional. What sort of breakdown are you seeing, and has that changed in the last year?

Jon Giegengack: One of the biggest things we've seen is that almost all of the increase is being driven by streaming providers until about the last year. So now about one in every three respondents say they use at least one free ad-supported platform, so Pluto or Tubi or Crackle, at least at least some of the time.

But another huge thing that's happening is that people are stacking multiple SVODs. In the most recent wave, 50% of everyone that we talked to said they used at least two of the four biggest streaming platforms at the time, Netflix, Hulu, Amazon, or Disney+. So 50% of people used two or three, or even all four of those, and the implication of that is huge, because any one of those platforms offers in the high hundreds, if not thousands of titles. And as I said at the beginning, people are using more and more of those.

The only thing that isn't expanding that fast is just the amount of time in the day to watch television. So the fact that people are stacking those multiple SVODs means that every piece of content now has to compete harder to get a slice of that disposable time pie, and feeding back to what we talked about at the beginning, it makes figuring out where people discover these shows and why they choose some over others, even more critical than it was before.

Streaming Covers
for qualified subscribers
Subscribe Now Current Issue Past Issues
Related Articles

Partnering, Scaling, and Distributing OTT Content

Xumo SVP, Product Chris Hall discusses how Xumo approaches partnering with content owners on distribution and monetization in this clip from Streaming Media East Connect 2021.

Will Remote Production and Cloud Distribution Become the New Norm?

TAG's Peter Wharton and HBO's Euan McLeod discuss the rise of remote production and cloud distribution and whether they're hear to stay in this clip from Streaming Media West Connect.

Where Will New Content Come from in the COVID Era?

HBO's Euan McLeod and S&P's Michelle Abraham offer two perspectives on how the pandemic has affected content production and its current and coming impact on OTT viewers in this clip from Streaming Media West Connect.

The Art and Science of OTT Recommendation Algorithms

Streaming Media's Eric Schumacher-Rasmussen and S&P's Michelle Abraham discuss the juggling act OTT recommendation algorithms face in serving consumer and corporate expectations and ever-changing viewing patterns in this clip from Streaming Media West Connect.

How OTT Discovery and Recommendation Changed in 2020

Hub Entertainment's Jon Giegengack and TAG's Peter Wharton debate the limits of OTT recommendation engines in an era of super-aggregation in this clip from their Streaming Media West Connect panel.

AVOD on the Rise

S&P Senior Research Analyst Michelle Abraham breaks down the state of the ad-supported streaming market in 2020 and 2021, where the bottom is dropping out and where the dollars are coming from in the areas that are thriving and reviving.

Top OTT Trends Coming in 2021

TAG Video Systems' Peter Wharton and Hub Entertainment's Jon Giegengack, and forecast OTT's future in this clip from Streaming Media West Connect.

Pros and Cons of Mixing AVOD and SVOD

Roku's Mike Gamboa and VUDU's Mark Young discuss the pros and cons of OTT services that use hybrid monetization models.

How the Pandemic Will Change Media

Hub Entertainment Research's Jon Giegengack reports survey findings on how media, TV, and OTT consumption and cord-cutting trends have changed during the COVID-19 pandemic in this clip from Streaming Media West Connect.

When Will Ad Revenues Recover?

Axios Media Reporter Sara Fischer projects how local and national advertising as well as specific ad verticals will fare in 2021, as the lingering effects of the pandemic persist, and how that will affect the streaming and OTT markets.

The State of VOD Monetization

Axios Media Reporter Sara Fischer provides the lay of the land for VOD monetization in late 2020 and beyond, including the rise of FAST services and the resurgence of free OTA.

How COVID-19 Has Changed Streaming Consumption and Viewer Behavior

Roland Martin of Roland Martin Unfiltered, Roku's Tim Natividad, and PADEM Media Group's Allan McLennan discuss the shift in content viewing patterns ushered in by COVID-19 stay-at-home orders, and how it will inform OTT personalization going forward in this clip from Streaming Media West Connect.