The notion that more content is equal to more subscribers is not a sustainable model, according to Haymi Behar, CMO and CDO, SPI International.
Speaking in a presentation at NEM in Dubrovnik, he added that the main problem with OTTs is that the algorithm bases its recommendations on past versions of yourself. To maximise discoverability and make the most out of one’s content catalogue, editors can curate playlists based on relevant, current & cultural affairs.
There is also the Friends/Seinfeld Effect, which sees viewers mostly consuming legacy content and long-running TV series on streaming platforms. When it comes to content it’s quality over quantity.
Looking to the future in terms of converging entertainment experiences, Behar said we can expect to see more partnerships to make online video services available via pay-TV platforms and pay-TV providers as super aggregators.
There will also be lower-priced, add supported tiers for streamers + opportunities to create bundles to manage churn rates and content distributors will supply more on-demand content to operators.
AVOD and FAST channels will continue to see increased viewership, and as viewers are relying more and more on word of mouth for ideas on what to watch, recommendations should incorporate both new technologies and the human touch.
Other key points in the presentation included that the future is hybrid; binge-watching can actually be stressful, and AVOD and SVOD will be offered together.
