Crowded OTT market: tables may turn in favor of operators

Published on 14/06/2019

Category: Innovation

There is a problem with success; it can create a crowded market. As we eased into 2019, so did a slew of industry giants with their direct-to-consumer OTT services. They are vowing to take on the existing champions like Netflix, Hulu, HBO, Amazon, etc.

AT&T which completed the purchase of $85 billion of Time Warner announced that it will be launching its unnamed OTT service in Q4 2019 which will start with a movie offering following the second phase of original programming. Disney recently announced competitive pricing of $6.99 of its OTT product Disney+. This pricing is slated to hurt other OTT providers. Disney+ is harping its success on featured programming from its brands like Pixar, Marvel, etc. Apple joined the gang with it’s new OTT offering original programming, documentaries, and films. Viacom has slowly tiptoed in the OTT market, with its recent offering Nickspat, which streams older Nickelodeon shows.

Just as the OTT service providers rise, so do the customer expectations. With consumers having so many options to choose from, market share will become a huge problem for these companies. In a quest to dominate the subscriber share, I am anticipating a pricing and content war. Just that, where does the consumer stand in the midst of this choice overload? After the dust settles, the biggest question will remain, ‘how can these consumers be wooed?”. We worked with the industry’s leading analyst to answer that and why this may be an opportunity for the operator. Read here.

Dipalli Bhatt

Director, Marketing and Demand Generation at Espial

Dipalli Bhatt

Director, Marketing and Demand Generation at Espial

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