Video: Are OTT Providers Fishing in the Wrong Pond?
How do you present curated content offerings most effectively to distinguish your OTT service in the "rushing stream of information" that gluts the world of online video today? How do you find the "bulls-eye target of... alignment between the audience and the content offering?" Google's Serge Kassardjian, Whistle Sports' Brian Selander, and Recurly's Dan Burkhart discuss strategies for meeting these challenges in this excerpt from there Streaming Media East 2016 panel, "Building OTT Success: Improving Video Engagement."
Learn more about OTT services at Streaming Media West.
Read the full transcript from this excerpt:
Brian Selander, Whistle Sports Network: I actually started as a journalist, now 20-something years ago, and if you were a news consumer, back then, you'd sort of go to these ponds--The Wall Street Journal, or a Gannett paper, or even NBC--and you would sort of put your line in and then you'd fish out a story about it, and that was how you consumed your media. You'd sort of go someplace, and say, "This is my kind of pond, and this is what the name of it is. I'm going to pull something out." With the rise of Facebook, streaming, and Twitter, and my Snapchat feed, and all of these other places, I'm no longer going pond to pond, I'm kind of standing in the middle of this rushing stream of information, and everything is coming at me from all of these sources, all pouring into the same place. It's now up to me as a consumer to be brand-agnostic and just grab the shiniest, most engaging thing that's going to catch me.
Dan Burkhart, Recurly: Understanding in sort of a test, learn, and iterate fashion where you can align your curated content catalog best, with the channels of customers that are most likely to be engaged with that content, is not something that you, that companies, or publishers tend to get right out of the gate. They have to test, learn, and iterate, and find that bulls-eye target of that nice alignment between the audience and the content offering.
Serge Kassardjian, Google: Quite frankly, the lean-back experience of linear is not broken. People love going through channels, and it works very, very, very well, and when you're thinking about what is the consumer value proposition for an OTT streaming experience, well, it's on demand. It's getting content that you would never be able to get on a linear feed, it's native elements, and it's a much more reactive rather than a proactive approach, to watching content. A lot of times, the system notifications, the merchandising in Roku, all this stuff, are elements that make a much better consumer experience so that the system knows what you want, and it's a curated ... You know, any one of these platforms has a set of apps on the platform, the user has specifically picked those apps, so it's a very, very curated experience to the user. The user's doing the curation, the system needs to provide the content based on that curation that the user is doing.
Vimond CEO Helge Hoibraaten and Jim Turner of trnrMedia outline the relative costs of adding subscribers and CDN infrastructure strategies for growing OTT services.
Google's Serge Kassardjian and Recurly's Dan Burkhart discuss strategies for leveraging targeted viewer data to get better engagement with OTT services.
Google Labs' Nathan Phillips and Viacom's Isaac Josephson discuss how to use gamification strategically to increase brand and content engagement in the OTT video market.
Jason Thibeault of the Streaming Video Alliance discusses survey results on millennial viewing habits for online and OTT video.
Streaming Media EVP Dan Rayburn discusses the shifting emphasis in the CDN market from delivering bits to providing a complete ecosystem.
Streaming Media EVP Dan Rayburn discusses why using multiple CDNs make sense for some content owners and not for others.
Plex's Greg Edmiston, HBO's John Narus, and Machinima's James Glasscock discuss the challenges of controlling and standardizing the user/viewer experience across the diverse device landscape.
Ooyala analyst Jim O'Neill and Machinima SVP James Glasscock discuss why content owners and broadcasters are recognizing the need to get on board with OTT in the face of cord-cutting.
V-Factor Technologies' Jeremy Bennington explains how content providers can monitor live video delivery in real time and ensure consistent quality across different encoding profiles.
Vimeo's Anjali Sud, StreamVPG's Scott Farb, and CME Group's Scott Szczurek discuss the latest marketing and branding content creation trends at Streaming Media East 2016.
Vimeo VP of Platform Marketing Anjali Sud discusses successful (and not-so-successful) strategies for building branding campaigns with on-demand online video.
Wowza's Ryan Jespersen outlines the workflow for streaming live 360° and virtual reality video from capture to ingest to stitching to delivery.
MP & Silva's William Mao discusses the pros and cons of opting for an ad-based VOD model vs. building a subscription service.
V-Factor Technologies' Jeremy Bennington explains how to test for and ensure consistent quality in VOD delivery within each encoding profile.
Frost & Sullivan's Avni Rambhia discusses issues with latency, bandwidth, user experience, encoding, reach, and quality facing content creators as they make the leap into live VR.
Streamroot's Erica Beavers makes the case for adaptive bitrate streaming and explains how to deliver the best possible user experience via ABR encoding.
Panelists from NBC, Flix, and comScore discuss which OTT business models will and won't work going forward, and whether or not you need scale to be successful.
RLJ Entertainment's Titus Bicknell describes how Acorn TV used an innovative strategy for adapting long-tail marketing to identify revenue streams in a broader assortment of niche content markets.
Should you be delivering HEVC? It depends on what you're delivering and who you're trying to reach. Frost & Sullivan analyst Avni Rambhia breaks down the key issues of sticking with AVC vs. migrating to HEVC in this clip from Streaming Media East 2016.
Panelists from Streaming Media, Beamr, Brightcove, Verizon, and Yahoo! discuss the balance between encoding quality and bandwidth at Streaming Media East 2016.
Twitter Manager of Content Strategy and Planning Nina Mishkin provides 3 strategic tips on how to leverage Twitter to get your videos seen, expand your reach, and grow your brand.
Once you've decided on the bitrates that you want to deliver, it's time to determine the best resolution for each one, from 360p on up to 1080p. Streaming Learning Center's Jan Ozer shows you how.
Streaming Learning Center's Jan Ozer explains how to choose data rates and resolutions for adaptive bitrate streaming to most effectively meet client expectations and end-user needs.