What to expect from the new phase of OTT


by Hermione Wright


by Hermione Wright

*This blog post first appeared on the Massive Interactive blog. Massive was acquired by Deltatre in November 2018.

In the world of OTT, one thing is certain – and that’s evolution. Look back 20 years, and the phenomenon didn’t just look different, it didn’t exist.

And now, our Global Chief Revenue Officer, Chip Canter, believes the sector is about to change once more. No longer a newcomer when it comes to the way consumers view video content, it’s entering its second phase of development and uptake: maturity. As people shift from AVOD to SVOD, Chip believes there are now different KPIs to measure success, with an increased focus on customer acquisition, churn reduction, re-engagement, and time spent.

With these changes in mind, during this year’s NAB Show in Las Vegas, Chip shared the key trends he’s expecting to influence the world of OTT. Watch the full ten-minute video below or read on for a summary of the important topics.

#1. Data, data, data

“OTT operators; whether it’s pay TV all the way down to SVOD, are now really starting to use data to drive decision-making and the experience.”

This era of maturity means operators have the power to use data to deliver personalised user experiences to consumers on the go.

#2. The re-emergence of bundling

“Telcos and mobile operators in the face of App Stores are really looking at bundling video services in OTT with broadband access.”

Although bundling strategies have been deployed in the past, Chip believes they will now grow in popularity due to increased competition in the sector.

#3. The growing popularity of OTT ‘sticks’

“They’re the new set-top box. They’re incredibly powerful and are now enabling much more robust OTT services on lower cost platforms.”

Chip comments in particular on the power of the new Android TV, and how low-cost sticks are changing viewing habits in Latin America and Asia in particular.

Which other topics does he discuss?

  • Deltatre’s acquisition of Massive and what it means for both companies.
  • Why 2019 is the year mobile operators will double down on video.

Chip Canter has worked in the online video space for more than 22 years. He joined Massive in 2017 and is based in New York.