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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The new Unreel LA Office!

We’ve moved our main office to Santa Monica for the surf, sunshine, and most importantly, the creators.

As a company that seeks to empower content creators, where better to be than the world epicenter for entertainment?

 

When it comes to video, you cannot throw a malfunctioning hover-board in this town without hitting a creator. Our new office in Downtown Santa Monica affords Unreel the privilege to rub elbows with both the largest and smallest content creators around. Between serendipitous meetings with a hot YouTube star in an elevator, to being minutes away from the top networks and studios, it is already apparent to us that this is the place to be.

Unreel’s goal is to give content creators the tools and means to self distribute their content, take control of their fan base,
and monetize their videos. Being in LA embeds us in the video creator community and makes it that much easier to reach out to help. The un-foreseen benefit is that the passion and commitment of local video creators has lit a fire underneath us, imbuing our team to work even harder towards our goal! Now that we have joined the vibrant LA content creator community we have made it our mission to empower its members and aid their online video success.

 

Did we mention our offices are NOICE (Nice)?!?

Even Pokemon stop by now and then.

Located between Bodega Wine bar and 24 hour Diner, there is always something to nom or slurp on after work. Add in LA’s best Italian deli, Bay Cities, and Santa Monica’s top burger spot, Pono Burger, within a block and we have quickly come to realize that we are living in foodie paradise. Our office doubles as a play place for our Pup, Pumbaa, rescued from a local dog shelter, Karma Rescue. Not yet able to code as well as our engineers (but well on his way) our pupper is happy to welcome the many creators who come through our doors.

Potty training takes time…

Join our Meet-up and come say Hi!

If you are located in the Los Angeles area join our meet-up, Santa Monica Video Creators. Come to our next event to say hi. We discuss both what Unreel can provide creators, and general techniques and strategies to get the most out of your content! Look forward to seeing you there.

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How to get your fans to pay for your videos!

Most growing content creator knows the frustration associated with having one of their videos go viral, generating thousands or even millions of dollars for the host platform, and only receive a disappointing fraction of that revenue. An even worse feeling is being a content creator who grinds out hit after hit video and develops a large and dedicated fan-base but whose only source of revenue is selling T-shirts and accepting tips. Celebrity is fleeting and there is never a better time than the present to figure out how to monetize your fan-base. If they truly love your content, asking your fans for money is not a betrayal of their trust, rather it is a fair approach to let them show their appreciation and compensate you appropriately.

So you are probably thinking, “I know I want my fans to pay me for content, but how?!?!?”

 

First and foremost, you need to make sure you are set up with your own video streaming site on a platform that allows you to accept payment for your content. This does not mean abandoning the place where you built your fan-base. If you are a YouTuber, stay on YouTube, but also open up shop on an additional platform where you can sell content to fans.

 

Full disclosure, this is an Unreel.me article, so of course I am going to tell you Unreel.me is your best option — but that doesn’t make it untrue. Unreel.me has fairer rev share, puts you fully in control of your video distribution with your own website and apps that instantly synch with your existing content, and has the most customizable options for how you want to sell content to your fans (Video on demand, Subscription service, Tip jar, Advertisements, and yes, even T-shirts in a merchandise store.)  Oh, and Unreel is free to use!  There are other options out there and you should do your due diligence before deciding into which basket you put your eggs.

 It is all about exclusivity.

 

Exclusivity is the reason you want to sit at the cool-kid table at lunch, fly first class, and have a Netflix account. It is also the same reason fans will leave your native platform (YouTube, Facebook, Vimeo etc.…) to visit your video streaming site and pay you for your content. It all starts with exclusivity.

 

This means saving some content, or creating new content that you plan on only posting to your site. Once you have done this, your fans will have the necessary carrot to follow you anywhere! If you choose to monetize that exclusive content and it is amazing, fans will be shouting, “Shut up and take my money!”

 

What kind of exclusive content?

There is no limit to the type of content you can make exclusive. Here is a list of some of the most effective use cases for your site.

 

Release a Movie/ Documentary:

Who doesn’t love a good movie? Showcase your content in a longer form video and turn yourself into a silver screen star. Promote the movie by sharing sneak peaks and trailers on your native platform. Just as with a Hollywood film, you will develop hype amongst your fans, who will race to your site once the picture is out. A movie is the style of content that fans are most accustomed to paying for and lends itself to a one-time Video-on-Demand payment. For more on self distributing a film, check out this article.

 

Release a Series:

In this era of binge watching, viewers are constantly on the prowl for the next series to watch in one sitting while ignoring all responsibilities. Why not help them dodge the grim realities of life and get them caught up in your own show? Release a trailer and the first episode or two on your native platform for free. Once fans are firmly placed on the edge of their seat by a cliff ending episode, direct them to your site where they can watch the rest of the series for a one-time video one-demand fee. Or release episodes one at a time, racking up the bucks with a subscription fee as fans keep up with the latest episode.

 

Behind the Scenes/Deleted Scenes/ The Making of/Commentary:

The typical bonus features on a DVD menu, behind the scenes, deleted scenes, ‘the making of,’ and commentaries are the style of content that appeal most to your true fans. If you have a dedicated fan-base craving to see any additional insights into your content, this can be highly effective. Release a new set of this type of videos each month and tie them to a subscription fee, or release them once in conjunction with a specific piece of content as video-on-demand.

 

Live stream:

Whether you are hosting your own Super Slam backyard-wrestling tournament, or are a competitive gaming streamer, asking fans to pay to view an exclusive live stream can be a lucrative avenue to pursue. The excitement of a live event is something Pay-per-view on cable has been leveraging for years. If live streaming is new to you, your fans will relish the opportunity to witness you unscripted and live for the first time. Live video creates a FOMO among your fans and will mobilize them to your site.

 

Highlight Reels:

Maybe you do not like the idea of creating content solely for your new site. That does not mean you can’t repurpose content! Creating a highlight reel of your best work condensed, or a compilation of your finest moments is a way to re-present old content as new. Unreel.me has an automatic highlight reel creator that uses a patented AI to find the best moments in your videos based on fan engagement and then stitches them together into an awesome new piece of content. By releasing a new reel once a month or so, you keep some of the content on your site exclusive without keeping anything away from your original platform. To learn more about Unreel’s Reelgenie automatic highlight reel generator, click here.

 

The most important part of exclusive content is that it needs to be marketed well. If your fans do not know it exists, they cannot pay you for it. Check out this article for ways creators can make their fan-base aware of their new site and its exclusive content.

 

Also keep in mind; you do not have to charge fans to make money off of them. Enabling adds and having a tip jar on your exclusive videos is a way to take advantage of the better revenue splits that a platform like Unreel.me provide versus YouTube, etc.

To learn more how Unreel can help you reach your monetization goals, click here.

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