Video: Why Does Personalization Matter in OTT?
Learn more about personalization and OTT at Streaming Media West.
Read the complete transcript of this clip:
Phil Green: In the past, we've talked about, the importance of doing direct-to-consumer, over-the-top (OTT), live and VOD streaming. We're now beyond that stage. Everyone understands the importance of multiple devices reaching directly to your consumer. Now, it's about personalization and really engaging and keeping your viewers in the OTT space.
Why does personalization matter? It's a fragmented marketplace and consumers are more connected than ever before. You look at some data here, over 210 million online adults, just in the US alone. Forget about global, this is just in the US. Of that, 70% are using smartphones. You're averaging, for that 213-plus million adults connected, an average of nearly 4.5 connected devices. Think about your own homes, how many connected devices between gaming consoles, your phones, your tablets, your computers, etc., the smart TVs. You're talking about nearly one billion devices that are out there. Forget about the countless apps that are on each of these devices.
How do you differentiate? How do you connect in this fragmented marketplace? In our Forrester research study from a year ago, we looked at which technology and implementation investments are the highest priority for your web and mobile initiatives. The top two, by far, redesign the user experience and deliver the personalized experience. They go hand in hand. These are content owners, content rights holders, that's where they're going to focus their technology investment this year. It's the redesign. Then, in the process, personalized. Make it so that your end user feels their getting something special built and catered for them.
Ownzones CTO Aaron Sloman discusses how Ownzones provides value to its enterprise video clients through big data analytics in this clip from his panel at OTT Leadership Summit at Streaming Media West 2018.
contentwise VP, Technical Services Ronato Bonomini discusses OTT personalization strategies in this clip from OTT Leadership Summit at Streaming Media West 2018.
Nice People at Work's Laura Delcor and Google Cloud's Luke Dyer discuss the impact of personalization and interactivity on the OTT industry in this clip from their Live Streaming Summit panel at Streaming Media West 2018.
nanocosmos' Oliver Lietz and Google Cloud Media's Luke Dyer discuss many-to-many and other emerging trends in the OTT experience in this clip from their Live Streaming Summit panel at Streaming Media West 2018.
Sea Change International VP Marketing Kurt W. Michel explores the difference between "push" and "pull" video and the value of personalization in push/pull live streaming in this clip from his presentation at Streaming Media East.
Sea Change International VP Marketing Kurt W. Michel discusses analytics- and AI-driven personalization in this clip from his presentation at Streaming Media East.
LiveU's Claudia Barbiero, Take One's Troy Witt, and Oomba TV's David Compton discuss strategies for maximizing reach with niche content on Twitch, Facebook Live, and other social platforms in this clip from Live Streaming Summit.
Disney's Kimberly Hicks and TBS/Turner's Karina Kogan discuss the key factors their organizations consider when prioritizing resource allocations and media app development for different OTT platforms.
TBS/Turner's Karina Kogan discusses the pros and cons of leveraging different OTT and streaming platforms' unique features when designing media apps for different entertainment services and devices.