Over the last 12 months, we’ve seen an unprecedented acceleration of growth in streaming services on the supply side, as well as an increase in cord-cutting and self-bundling on the demand side, creating considerable opportunities in which niche players can effectively capture audiences.
However, growing a successful streaming service as a niche or ‘thematic’ player requires a complex set of capabilities and a specific strategy, which rely on partnerships and indirect channels, rather than a ‘go it alone’ approach, to increase discovery.
Typically, thematic services grow with audiences that have discovered the service, then the content. However, through the implementation of universal search and integration with discovery aggregators and affiliates, audiences are now discovering video streaming
services when searching for specific content or through recommendations. It’s a new channel of user discovery and activation and one that’s proving better at matching audiences to niche services.
This white paper explores what new market entrants can do to cut through the noise and stand out from the competition. We also share Omdia’s original research, exploring how consumers discover online streaming services and content today and what these services can do to influence how consumers behave. Specialist Magine Pro partners also share their insights into discoverability and subscriber growth. And we explore what marketing tactics and product features are essential to driving awareness and boosting conversion rates.