Published on Videonet here
By Greg Morrow
We have seen an explosion in streaming platforms, yet audiences often report that they struggle with searching for content and getting relevant recommendations. There is an opportunity for any organisation with good content to provide niche steaming services to suit specific, and under-served, audience interests. Maturing streaming technology has levelled the playing field and there are genuine end-to-end solutions available – from content ingest and management through to app development – that deliver great quality experiences. It is now more affordable than ever to operate a high-quality streaming service – and monetise it.
The streaming industry is constantly evolving. Now more than ever, viewers can find their favourite TV content online across a variety of streaming services whenever they want. The trend towards direct-to-consumer services and FAST channels has been a big driver of such choice, leading to an explosion of streaming platforms that cater to every viewing need.
Such availability of content has been created by a democratisation of the TV landscape, where broadcast-quality channels can be spun up efficiently and cost-effectively like never before. Setting up, operating, and monetising a high-quality streaming service is more affordable than ever – mainly because it is now possible to create high quality content and launch streaming apps more efficiently and with fewer vendors.
In this article, I will spotlight how any organisation with good content can get involved in this exciting era for digital distribution.
Maturing technology
The streaming market is fierce and demanding to compete in. Huge investment in vast content libraries has created access to thousands and thousands of films, shows, and other content. Despite such access at the tip of their fingers, audiences often report that they struggle with searching for content and getting relevant recommendations. There is a huge opportunity for niche streaming services to get a slice of the pie as a result, as they can cater better to specific interests. Maturing streaming technology has levelled the playing field by providing such niche content owners a more affordable route to market by going direct-to-consumer (D2C), while also guaranteeing a high-quality viewer experience.
Now, there is an exciting opportunity for niche content providers to meet the needs of an under-served audience in the simplest way. Whether it is content for older audiences, people who like art, independent films, education, fitness or health and wellness, or live streaming faith-based services, there is now the possibility of providing a dedicated service to suit a viewer’s specific interests that the big platforms don’t provide.
The streaming technology market has been evolving rapidly for over a decade now and it has given vendors a lot of streaming experience. There are now genuine end-to-end solutions available – from content ingestion and management through to app development – that deliver great quality experiences.
Such technology has levelled the playing field for content owners with high-quality video content, and its potential is giving them the power to ingest, organise, distribute, and monetise that content to any digital destination.
More monetisation options
D2C also provides a fantastic opportunity for content owners to build first-party data sets and monetise them. What these organisations are doing, ultimately, is getting control.
They can leverage the potential of FAST channels and distribution to grow audiences. They can also embrace subscriptions, advertising, or a hybrid of SVOD/ AVOD to maximise revenues across all bases. For brands, D2C providers can offer an appealing proposition: brand-safe, contextually safe ad placements for a highly dedicated audience.
Securing your future today
The digital media paradigm has changed forever and has set the pace for a new ecosystem. By providing consumer access to all kinds of high-quality content, the opportunities have never been greater for audiences to find the content they want via D2C services. The playing field has been levelled and, while the big streaming companies may continue to occupy viewers’ top one or two subscriptions, there is a fantastic opportunity for niche services to take the next spot.
We are all in the media business now, and it looks like it will stay that way.
Read the full article on www.v-net.tv/Bitcentral