Over the last couple of weeks we’ve looked at key things to consider when launching a video service and then growing your audience after that launch. Let’s consider the other side of the coin though – what are some of the main items that a more mature OTT service should consider evolving throughout its lifecycle in order to keep and attract new audiences over time.
We have touched on this a few times on this blog, and in this series, but it cannot be overstated how important it is to utilise the advantage that analytics provide you with to get an insight into your audience’s behaviour and your OTT service’s performance. For more mature video services, robust analytics enable you to go beyond just getting to know your viewers – you should already know them well in order to be successful – it enables you to really get an understanding of how they relate to your video service and content. You can deploy A-B tests to see how they respond to content layouts, offers or bundles, you can view the lifecycle behaviours of specific demographic sections of your audience, or view commercial performance histories for different types of content. These are things you need a history of customer and content with, but they can provide dramatically improved benefits if analysed and responded to properly.
You might be deployed on a number of devices, but are you deployed in a number of regions? Reach means more than just hitting all the devices available (though this is of course extremely important, and for mature OTT services you should consider the viability of also deploying to set top boxes as well as smart TVs and streaming media device apps), in this connected age your audience may well not only be based in your home territory. So if you can reach them with apps in the region where they’re based, you have a much better chance of engaging them and other viewers in that geography. It’s important that the technology platform that supports your video service enables you to roll out to new regions easily, as when you know that viewers in a geographic area are eager for your content, the quicker you can reach them, the quicker you can realise new revenue from them.
The Pace of Change
Finally, it is important to consider how you aren’t going to get left behind in the technological arms race that is happening on a constant basis. The platform that supports your video service should be one that can itself evolve and grow at a consistent pace, in order to keep your functionality current, and keep you competitive with the rest of the industry. Your viewers will likely be subscribed to multiple different OTT services, so they will almost certainly compare what they see there to what they take from you. This means you have to have something that is current and competitive, that reflects the latest trends and presents them with a video experience that they view as stellar. As a result, you need a technology provider whose approach enables you to update and keep your video service current with little effort – they should aim to keep their functionality as fresh and engaging as you intend to keep yours.Contact Airbeem