Networks Vs. Netflix: Don’t join them, beat them with OTT

How can Networks can compete with established video streaming services?

 

It is no secret that online streaming services are the future of television. Consumers have already spoken, and their message is loud and clear; they want to watch what they want, when they want, on the devices they want. Video streaming services such as Netflix, Hulu, and Amazon Prime have all seen significant jumps in users, more than proving their business model. Rather suddenly, the networks that once ran the ‘world of video’ are furiously fighting for share in the ever-expanding lucrative ‘world of online video.’

 

This has left networks in a rather precarious situation—either join the online kings Netflix, Hulu and Amazon prime, or fight them.

 

In its infancy, services such as Netflix were a win-win for every one. Netflix was flushed with content that the Networks no longer saw value. For Networks it meant off-loading stale, under-demanded content on the streaming services with the option to also sell them premium content with a high price tag. After all, online streaming was just another distribution channel, not a rival. In fact, selling underperforming TV shows to streaming services actually benefited cable viewership, allowing for “catch up” watchers to get hooked on a show online, to then watch new episodes live on TV. This beneficial relationship even saved the hit show “Breaking Bad,” that had such poor ratings after its first season that it was nearly cancelled. Thanks to Netflix however, AMC had a chance to salvage revenue from the show by licensing it; allowing Breaking Bad time to develop a large dedicated audience for the next four seasons on cable.[1]

Streaming services were simply a platform for content that could even boost viewership for Network’s shows on cable. Competition, they were not.

 

Things started to change as the cable cutter movement exploded, which coincided with extreme growth of the top online video streaming services. Watching online became a cultural phenomenon and the standard for a millennial generation reaching the height of their buying power. The market for online content is well on its way to surpassing that of cable. In a sea change, online streaming services have the majority share of the most desirable content market while the networks are on the outside looking in.

 

Netflix, Hulu and Amazon Prime have the majority share of the market, and it has left old school networks with a decision; join them, or beat them.

Networks have to decide whether they want to continue feeding content to streaming services or try to compete. As content farms for Netflix, Hulu, and Amazon, networks are making less money and further solidifying the competition’s foothold as the leaders in the market. The decision to compete, to pull the plug on the videos they license out, to open up shop as their own streaming service across every smart device platform, is clearly the most appealing path most networks are considering. HBOgo, NBC’s Seeso, and CBS all-access are examples of Networks taking this route, with many more following suit.

 

Every Network needs to be its own streaming service with a full range of branded OTT apps to accommodate every platform their fans watch content on.

Every size network needs a way to power their own OTT distribution. They need a video streaming website and apps for every phone and Smart TV platform that allow for monetizing content, and offer great UI/UX.  Unreel has developed fully customizable white-labeled apps and sites to give every owner of content their own cross-platform OTT media empire. Each app is more then just an app, powered by our patented social engagement UI and features available nowhere else. Manage it all from a central dashboard featuring proprietary big data analytics. Unreel can even powers an army of apps for every unique brand, creator, show, or piece of content in your network’s arsenal, all managed from a single dashboard.

To learn more about Unreel’s OTT solutions, click here.

 

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Goodbye Cable, Hello OTT!

Cable’s imminent demise is swiftly approaching.  An analog technology in an ever-expanding digital world, dishes and cables are about to go the way of the dinosaur, Brendon Frasiers acting career, and the Nae Nae.  As people have grown accustomed to content specifically tailored to their interests online, cable and satellite providers continue to bundle packages of hundreds of channels when their consumers only watch, on average, 17.  Rather than paying the costly cable bill, dealing with the necessary hardware/service, and living under the ever-looming threat of the next commercial break, more and more households are waving good-bye to cable and satellite.  In America, 6.5% of households have taken the leap to dump cable and embrace the alternatives.  The rate at which additional households are saying sayonara to cable and satellite is increasing as well.

 

Over the last 5 years nearly 3.8 million cable and satellite subscribers have cut the cord or ditched the dish.

Rather suddenly, traditional broadcast services have lost their monopoly on video content, and now millions of eyeballs once locked down by cable are up for grabs.  With this opportunity, new content providers are seemingly popping up every day. Video has become democratized. No longer does a creator’s idea need to be picked up by a T.V. studio, produced with a swollen budget, and have content adjusted to appease its sponsors to be seen.  A huge audience is now accessible to everyone, and that audience often chooses to engage with videos that would never fit into the broadcast television zeitgeist.  This means traditional networks and the newly enfranchised digital creators are scrambling to find OTT services to distribute their content digitally.

 

As more people cut the cord and ditch the dish, OTT services are a necessity for content providers to reach consumers.

 

Whose down with OTT? Yeah you know me… But what exactly is OTT?

OTT stands for Over-the-Top content, and refers to the delivery of video media over the Internet without the need of a multiple-system operator in the control or distribution of the content. In simple terms, OTT is the distribution of videos to Internet connected devices without the middleman, such as a cable provider. It is direct from the content owner to the consumer, on the devices, such as smart phones and Smart TVs, that contemporary audiences prefer. It is a direct means for a network or content creator to reach their fans on the fan’s terms. The audience benefits from OTT as it puts them in precise control of which content they pay for and on which platform they view it. For the contents creator OTT enables a new way to reach fans plus the opportunity to keep nearly all the profits.

 

The problem arises when content owners realize the daunting task it is to take on their own OTT distribution. Without a full time dedicated tech team, creating and maintaining video streaming apps for iOS, tvOS, Android, Roku and desktop is impossible. Most networks and content creators are hesitant to take the bull by the horns and build out their OTT solution, considering the cost of entry. Aside from the pioneers, such as HBOgo, even the big guys are slow to tackle the OTT challenge. One thing is for sure however; the opportunity is there and the gold rush has just begun.

 

One solution to rule them all: 

Every content owner needs a way to power their own OTT distribution. They need a video streaming website and apps for every phone and Smart TV platform that allow for monetizing content, and offer great UI/UX. Why employ your own team of master engineers and industry experts to build those apps for each platform when you can outsource the process with Unreel. Unreel has developed fully customizable white-labeled apps and sites to give every owner of content their own cross-platform OTT media empire. To learn more about Unreel’s OTT solutions, click here.

To Apply for IOS, Android, Roku, and tvOS Apps for every creator/property in your network click here!

 

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