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

Video: Does Today's Online Video and OTT Landscape Favor Content Creators?

In this clip from their panel discussion at Streaming Media West 2016, Plex CEO Keith Valory, Anatomy Media Executive Director Gabriella Mirabelli, and MLB Advanced Media SVP discuss the challenges content creators face in an online/OTT media market with a diverse array of outlets for their work that nonetheless remains not nearly as producer-friendly as it could be.

Learn more about OTT sports at Streaming Media East.

Read the complete transcript of this clip:

Keith Valory, Plex: If it becomes a producer-led world, can technologies provide safer and more transparent platforms that make it easy for that to connect brand dollars and advertising dollars directly to the content creators and get content out there ...

Gabriella Mirabelli, Anatomy Media:
Ideally. Ideally, yes. They can do one or two shows and they can be amazing. For instance, I was talking to Traci Johnson who created Blue's Clues. Huge, huge success. She's like, "Oh my God, I can make my show by myself now with the great technology." It was really, really hard. YouTube isn't interested because she doesn't have an existing following. She has shows on Amazon, she had shows on PBS. Blue's Clues and still it's not there because even with that level of background track record, the discovery piece, that last bit, is owned by these people that they can really pump it out. To go to how does discovery change, I think we're seeing a reemergence, a renaissance of traditional PR where you're getting placed, articles written, things like that that becomes more important. The way people respond to social cues, their friends are the most important recommendation, and then real people rather than traditional promotion.

Roger Williams, MLB Advanced Media: I think it's actually two phases going on right now. I feel like it's pretty much high time for content creators because you have so many different, even though this one story doesn't tell us a great tale, but ...

Gabriella Mirabelli, Anatomy Media: I don't know if I'd buy it.

Roger Williams, MLB Advanced Media: At least you can conceivably option to different networks, or the migratory pattern of having your YouTube channel and then migrating to a more traditional network option. I do feel like there is a coming second wave of consolidation to where at least cash on hand ... The largest that an Apple or an Amazon can bring to actually make their presence known in a content aggregation platform to play is fundamentally larger just start market cap to straight cash on hand. Engineering horsepower, execution potential, that is actually ... I wouldn't call it existential, but it does represent another way of consolidation that can conceivably happen. That you can conceivably get to a point where there are a few number of content aggregation platforms, as opposed to the wide disparate Wild West notion that we have right now.

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

Video: Are OTT Skinny Bundles Missing the Big Picture?

Vimond CEO Helge Hoibraaten argues that, as an industry, we're missing the point with OTT skinny bundles, aiming for incremental improvements over linear TV rather than anticipating what OTT viewers really want.

Video: How to Leverage Data to Monetize OTT Content

Machinima's Jarred Reeves discusses how to meet the challenges content providers face in accruing and using targeted analytics to monetize their OTT initiatives.

Video: What Are the Challenges of Live OTT?

NetInsight's Per Lindgren discusses the latency and synchronization challenges content providers face when trying to deliver a successful live OTT viewer experience.

Video: How to Make Money With OTT

Ben Miller of Sinclair Broadcast Group discusses strategies for making subscription and advertising-based business models for making OTT content delivery profitable.

Video: How Targeted Recommendations Drive OTT Engagement

The hottest driver off OTT growth, according to Amazon's Richard Au and Dailymotion's Anthony Layser, is customized, user-specific discovery algorithms, which they explain how to leverage in this clip from Streaming Media West 2016.

Video: How to Reach an Audience in a Blended Content Delivery Ecosystem

Ben Miller of Sinclair Broadcast Group discusses the challenges content companies face in reaching their intended audience in a blended ecosystem where viewers consume content on their own terms.

Video: How Do You Choose the Right Metrics and Analytics Tools for Branded Video?

Nice People at Work's Diane Strutner, Studio71's Mike Flynn, and WillowTree's Jeremy Stern debate the merits of in-house vs. third-party analytics tools for video brands.

Video: How to Personalize Branded Content

Hollywoodland Co-founder and President Christopher Roselli offers tips on how to translate analytics to content creators and brands so they can leverage them more effectively to reach and grow their target audience.

Video: Is it Time to Take the HEVC Plunge?

Frost & Sullivan analyst Avni Rambhia assesses the key factors content owners face today in determining whether to stick with AVC or move to HEVC.

Video: How to Use Feedback to Create Content Users Want to Watch

Lacrosse Network creator Samir Chaudry discusses cost-effective ways to create content that can respond and adjust based on user feedback and analytics.

Video: HLS vs. MPEG-DASH in 2017

Who is adopting DASH and who is sticking with HLS, and why? Execs from Viacom, Sinclair, Float Left, and Brightcove discuss the current and coming state of DASH.

Video: What is Slowing HEVC Adoption?

Frost & Sullivan analyst Avni Rambhia identifies the key inhibiting factors that are impeding the widespread migration from AVC to HEVC.

Video: What is Driving HEVC Adoption?

Frost & Sullivan analyst Avni Rambhia explores the "three 'Rs'" of HEVC adoption: Revenue, Resolution, and thRoughput.

SMW '16: 'Always Be Hacking' Says Viacom, Engineer the Future

When companies create a company-wide engineering culture, they allow new ideas to flourish while ensuring that all teams work together.