Online video continues to be a major disrupter to traditional content delivery systems, and in many ways streaming media essentially succeeded by “swimming against the current.”
Today’s Online Video Program, sponsored by Accenture, You.i TV and NeuLion, highlights critical industry topics, from the development of original OTT content to how SVOD continues to disrupt traditional business models, as well as how cross-screen delivery and targeting, mobile consumption and emerging platforms will impact the industry as a whole.
This program will further address broadcast’s future in an online video era, and cast the spotlight on critical innovations in video delivery.
“The Online Video Keynote Interview: How CBSN Is Carving Its Own Path in Next- Gen News” will feature insight from Christy Tanner, executive vice president and general manager of CBS News Digital, on how the service is creating new value for not only viewers but also advertisers.
“OTT distribution, connected homes and voice technology will undoubtedly be integral to the future of news,” said Tanner. “However, trust and core journalism values will be more important than ever as this business evolves — both for the advertisers who support it and for the audiences who demand it.”
Across the world of online video, original content will also remain a driving factor in subscriber adoption and audience retention.
“In 2018, the leading services will be competing based on original content, and companies are already shelling out millions on content creation; and that trend will continue,” said Brett Sappington, senior director of research at Parks Associates, and presenter of the “Research Presentation: Exploring Consumer Perceptions of OTT Subscription Choices.”
“We are already seeing consumers hop among services, both to assess new options and to cherry-pick the best content or new seasons,” said Sappington. “The key for OTT video services is to give them something to keep viewers as paying subscribers.”
However, original content may just be one of the components in today’s business model, noted Chris Wagner, executive vice president and co-founder of Neulion, who will moderate “The Six Pillars of a Successful OTT Video Strategy.”
This session will focus on various content strategies and how video can even be delivered globally to viewers in a way that includes a complete monetization strategy.
“Viewers of live and on-demand content want the freedom to personalize the content that is important to them, pay for just that content and not layers of TV channels, and connect that content on any device,” said Wagner. “Today, the definition of TV is really what screen is in front of your face at that moment — be it a big screen or small.”
Other panels and sessions will address “Broadcast TV’s Future in the Online Video Era,” “How Innovation Is Driving the Video Industry Forward,” “TV Across Genres: The Future of OTT & TVE Monetization” and “Digital Players: The New Rules of Building Audiences.” The session lineup also features a spotlight by Ruptly. Perhaps one of the most relevant questions facing the industry today will be addressed during the session titled “What’s TV’s Next Act?” This panel will discuss the innovations in artificial intelligence, live-streaming, mobile app development and how the next generation of devices could change the way content is consumed.
Not only could the way TV is viewed change, but there is the potential in how new business models will impact the advertising industry as much as the broadcast world. “It is safe to say that the ad industry is getting squeezed out,” said Colin Dixon, founder and chief analyst at nScreen Media and the panel’s moderator.
“Consumers are already moving away from an ad-based ecosystem to subscription services such as Netflix,” he said. “As a result, prime time is shrinking, as consumers embrace this ad-free experience. It isn’t too hard to see that that prime time could soon be dominated by ad-free viewing and that could be a scary prospect for the traditional TV model but also advertisers.”
How can TV and the ad industry make use of the innovations in content consumption to stay relevant and even thrive?