The present, fragmented viewing experience raises the possibility of a Spotify equivalent service dedicated to video content, according to Irdeto’s new ‘Eye on 2020’ report.
The report argues that there is a gap in the industry for a Spotify model, where a provider builds a profile of what the customer wants from content and uses personalized recommendations to build a customer relationship.
“This issue ties into shifting demographics in Europe, something that must be taken into account,” argues Irdeto’s Richard Scott. “Already diverse in their viewing habits, European consumers are increasingly divided by age. Younger audiences are far more dynamic, they want to watch the latest content on the latest devices, and would make good customers for the Spotify video model. These consumers do not have the patience to wait for new content or devices, preferring to seek it instantly, sometimes via illegal means.”
Scott goes on to suggest that, to be successful, operators will need to ensure that they are offering services that appeal to all age groups and serve the broadest section of the market.
“Those who make the right choices will find they have a complete hold on the market, offering media, voice, data and broadband straight to the consumer,” he goes on. “Indeed, we are already seeing players such as BT in the UK making moves to grow their consumer facing offerings to become true entertainment and communications behemoths.”
The full report is available here.
Ben Gidley, Director of Multiscreen Solutions, Irdeto, will be hosting a special interactive panel discussion at this year’s TV Connect, ‘The next billion viewers: Reaching and engaging the growing OTT footprint.’ Download the full brochure here.