Streaming service providers are operating in a market that is expanding into increased complexity and changing viewer habits.
Parks Associates research for JW Player shows an increase in video viewing, 67% of consumers are watching social video, 50% watch free ad-supported video, one-third watch pay TV, and 14% an aerial to watch over-the-air broadcast. In addition, 65% of US internet households report watching video on a mobile phone, a significant increase from ten years ago, when just 30% regularly watched video on a mobile phone.
“The video streaming business is in a transformative stage,” said James Burt, SVP Broadcast Solutions for JWP (JW Player). “It’s full of requirements that change to align with shifts in viewer consumption trends. Streaming management is also technically complex, with broadcasters struggling to balance operational efficiencies with innovation and growth. Yet there are more viewers using digital platforms to consume content than ever before. Streaming companies must review their technology, operations, and productivity and make adjustments to create economies of scale and improve ROI.”
According to the research, the efficiencies are critical given the fragmented market and new mobility around video viewing. Audience have a wide range of devices from which to consumer content including televisions, smartphones, tablets, laptops, exercise equipment, and smart displays are all options today for video consumption, all of which create a more complex environment for streaming providers to operate.
“In the early days of streaming, services were focused on building subscriber bases through low fees, ad-free programming, and high-quality original content,” said Sarah Lee, Research Analyst, Parks Associates. “Now, to fully monetize these efforts, they need to deliver a consistent, high-quality viewing experience that goes across all platforms.”
The streaming industry has transitioned to more advertising-based models, to bring in additional revenue alongside subscriptions. Parks Associates’ consumer research finds 50% of people who consume video on a viewing device (TV, computer, tablet, or phone) watch a free, ad-supported service (FAST) or ad-based video on-demand service (AVOD) at least once a week. The ads are an equally important part of the experience, as consumers expect ads to be relevant, original, and appropriate to the viewing platform.
