Why Direct To Consumer Video Is Coming Of Age

Miles Weaver
Miles Weaver Marketing Director

The widespread acceptance of OTT in the last several years has been a phenomenon that has changed the way audiences of all ages and demographics consume content. Being able to watch your favourite movies or TV shows in almost any place at almost any time on almost any device has proved to be a winning formula for many viewers, but there is one part of the puzzle that is missing. While they may be able to view anywhere, any time on any device, they are not always able to view anything. Much of what fans of niche content want to watch can sometimes be difficult for them to find or access.

This is where direct to consumer (D2C) services have become so popular. For many fans of niche or local content, finding it on the large OTT services that dominate the market has previously proved difficult, but with advances in the affordability and scalability of video delivery technology, the market has opened up for mid-market content owners and broadcasters to deliver their content directly to their fans.

WWE Network, CrunchyRoll, NJPW World, UFC Fight Pass, Eurosport Player, Twitch, Machinima, Philo, Dust, Horse & Country TV, The Food Network and the Jewellery Channel are just a few of the names that have launched over the past several years with successful D2C propositions, delivering genre specific content to passionate, dedicated audiences. More and more content owners and broadcasters are seeing the revenue potential and audience engagement opportunities behind D2C offerings, which saw more than 60 new OTT services launched in the US in 2016/17, and more than 100 expected to have launched by the time 2018 rolls to a close.

As a result, there has never been a better time for content owners and broadcasters that sit in the mid-market to reach out to audiences with a D2C offering. Not only are viewers around the world happy to engage with genre specific content services, but those super-fans are also more receptive than ever to spend money on services that give then the content they want, and engage them with a dedicated experience.

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Miles Weaver

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Miles Weaver Marketing Director
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