A majority of operators (60%) favour the hybrid OTT model over more traditional solutions, according to new research from MPP Global.
The hybrid OTT model enables content owners to offer different price packages to its customers. Pricing packages can range from paying on a TVOD (transactional video on demand) basis to signing up for a subscription (subscription video on demand).
The hybrid model has already been adopted internationally by Amazon for its Amazon Instant Video service, as well as by Hulu for its online streaming service in the US.
The report from MPP asserts that many consumers no longer want “all you can eat” packages but instead prefer tailored and personalised bundles of content and channels they have hand-picked. As consumers want to reduce the channels they pay for, more and more operators are now considering “skinny” TV packages in an effort to both attract larger audiences and retain subscribers.
“With an increasing need to reach and attract customers and stand out from competitors, more and more TV operators are shaping their business models to accommodate consumer demands while offering a reliable revenue stream,” comments Paul Johnson, Chief Executive Officer at MPP Global. “We can expect to see the number of OTT models continue to increase with consumers embracing the changing way they can view and pay for video content.”
Last week Comcast announced a beta test of a new, $15-a-month OTT cable service for its Xfinity customers, ‘Stream.’ Brian Curtis (Senior Director of Product Management, Comcast) has been confirmed as a keynote at this year’s OTTtv World Summit (9th – 12th November, Millennium Gloucester Hotel, London, UK).