Why users will have more choice and the industry will only become more competitive

22.12.21

by Jeff Volk

Jeff Volk (SVP, Head of Business and Revenue & Commercial Lead, Americas) recently sat down with IBC to discuss evolving consumer expectations and the future of fan engagement

22.12.21

by Jeff Volk

Jeff Volk (SVP, Head of Business and Revenue & Commercial Lead, Americas) recently sat down with IBC to discuss evolving consumer expectations and the future of fan engagement

How is Deltatre helping content owners to overcome their challenges?

Jeff explains how Deltatre technology is helping to empower sports and entertainment brands around the world, fuelled by a diverse range of bespoke solutions.

“That may be through our market-leading UX management tool, AXIS, which helps editorial teams control every element of their OTT video service.”

“Or it could be through DIVA, our OTT video player…it empowers rights owners to spark new levels of engagement through an interactive player supporting live game stats, social media integration, full DVR with visual timeline, and multi-camera viewing.”

Deltatre solutions are designed to support partners in every aspect of their digital strategy, from broadcast graphics to content publishing.

What impact has COVID-19 had on the media and entertainment industry?

The pandemic has accelerated many of the trends that were emerging in previous years. Users now have an incredible amount of choice when it comes to content, and so operators are focusing on strengthening and enriching viewer relationships.

Jeff: “Reducing churn is the top priority, and this has led to a focus on a clear brand identity, a notable content offering, and cultivating a service with clear and intuitive user experiences.”

In the sports landscape, brands have also needed to rapidly shift to a digital-first approach in order to retain user attention and nurture customer loyalty.

Jeff outlines how Deltatre has tackled these new consumer behaviors and industry trends.

“We know viewers are hungry for greater control in terms of their viewing experience and around the ways that they can interact with services…Fans also want more when there isn’t a live game, and boosting those storytelling capabilities is a central pillar of the wider connected strategy.”

What media trends do you expect to dominate 2022?

Sports and entertainment providers will need to react quickly to industry change.

New trends will be driven by technological advancement in a fast-paced digital era, along with increasing expectations from fans.

Jeff: “New business models that expand beyond simply advertising and/or subscriptions will grow. Consumers will expect – rather demand – more than simply video, as new forms of data allow for tremendous engagement that ranges from sports betting to biometrics at our fingertips.”

Jeff reiterates how the accessibility of content will create a highly competitive market for operators. Brands will need to invest heavily in smarter content distribution and fan engagement in order to differentiate themselves.

“We continue to see even greater efforts to service users across a variety of platforms (mobile content on TVs and vice versa). Staying with sports, you’ll see a proliferation of docu-series and non-live content, as creators aim to build wider fan relationships.”

What are the main products and services that you have launched this year?

Digital products must constantly adapt to new consumer behaviors to stay relevant and engaging.

A good example is the Deltatre DIVA OTT video player. New features are constantly being added so that brands can drive maximum engagement from consumers, and fans can enjoy superior viewing experiences.

Some recent additions to the DIVA offering include Influencer Chat (allowing fans to interact with influencers in real-time during live content) and Sentiment Analysis (allowing brands to gauge how fans are feeling at different stages of an event).

Jeff: “Deltatre also announced the development of a new suite of sport-focused features and functionality within its UX management tool, AXIS, to support leagues, teams and federations.”

“This latest evolution of AXIS brings Deltatre’s expertise to life, offering sports-focused OTT providers the ability to offer their users uniquely different ways of following specific leagues, tournament rounds, teams or players.”

Read the full interview with Jeff Volk here.