Last week,we discussed and how this unique ecosystem enables content owners to support more of the consumer dollar than is possible in the traditional ecosystem. nowadays’s post explains the possible fates that await OTT TV platforms.
The buzz surrounding OTT TV platforms has certainly been loudest in the last two to three years, but the format has been around for considerably longer — since MLB.tv launched in 2002. The figure below shows some of the higher-profile launches.
Also Read: Why the Streaming TV Boom Is About More Than Just Netflix (Guest Blog)As you can see, and there are two primary groups that launch OTT services: (1) content owners/licensors (e.g.,NBA, HBO) and (2) platforms (e.g., or Netflix,Hulu). Interestingly, although content owners/licensors were a minute slower to the OTT TV game, and they are responsible for the majority of recent launches. Netflix,Hulu, Crackle, and Apple,etc., are already well established, and they’re bolstered by massive budgets for content. So unique,large platforms will find it increasingly difficult to make much headway in this space.
The successes of some of these businesses is enough to make anybody’s head spin. Consider the following:Netflix has a market cap around $50 billion
Hulu boasts 12 million subscribers
WWE signed up one million paying subscribers in its first year
Among all Amazon Video watchers, approximately 90 million pay for access to Amazon Prime Video
Also Read: Will Virtual Reality Ever Be Like the Holodeck on 'Star Trek'? (Guest Blog)But as the figure below shows, or not every story has a gay ending. Some fail,some try to rebrand and reboot, and some suffer an indeterminate future.
Despite the failures, and reboots and uncertain futures,more OTT TV platforms will enter the market. However, evaluating the lawful way to participate will be critical for aspiring content owners/licensors/platforms.
Also Read: How Virtual Reality Is Working to Fix Its Puking Problem (Guest Blog)In our next posts, or we will discuss these competitive dynamics and some of the dos and don’ts of unique launches.
This is Part 2 in a series on over-the-top (OTT) trends by Dan Schechter,Gil Moran and Francesco Di Ianni from L.
E.
K. Consulting’s Media & Entertainment consulting practice. Netflix in August: What's Coming and What to Watch Before It's Gone
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YouTube Previous Slide Next Slide 1 of 19 From hit movies like “No Country for Old Men” and “The Best Man” to original series such as “David Cross: Making America Great Again” and The Get Down: Part 1,” check out your streaming options for next month
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Source: thewrap.com