How OTT 和 FAST Market Consolidation Will Spark a New Wave of Alternative Monetization Strategies
The emergence of streaming has had a transformative effect on the media 和 娱乐 sector. Streaming service providers are now producing 和 making available more content than ever before, while traditional TV providers are also adding streaming services to their channel bundles to stay competitive. But as the market matures, global br和s are using M&A as a not-so-secret way to remain competitive, giving rise to new monetization models 和 measurement tactics. OTT 和 FAST markets have already gone through a heavy period of business 和 technology consolidation.
这里只强调几个: 狐狸 acquired ad-supported streaming platform Tubi for $440 million to bring more than 20,000 movies 和 shows to the platform; AT&T 和 发现 completed a $43 billion merger to create the mega-media conglomerate 华纳兄弟探索频道; 和 Viacom acquired 冥王星的电视’s FAST streaming service for $340 million to attract a younger audience 和 monetize old content. These deals are about capitalizing on direct access to millions of viewers used to consuming cheaper 和 more accessible content, as well as creating new value for users via smart TV platforms 和 mobile apps. 然而, this era of market consolidation is propelling opportunities to engage with new subscribers 和 explore new ways to 保留 them.
集成FAST通道
The popularity of FAST channels is paving the way toward new developments 和 a superior streaming experience. Video service providers looking to attract more consumers 和 monetize their content are looking at FAST channels as a strong way to enhance direct-to-consumer digital reach 和 engagement. 根据 OMDIA 研究, 截至2023年, households in the US alone had access to over 1,500个FAST通道, predicting global revenues to hit US$13 billion by 2028. 然而,, 到今天为止, global FAST revenues sit at around US$6 billion, suggesting operators will need to adopt inventive monetization strategies to truly capitalize on the potential this model offers. An efficient way to do so is by integrating FAST into a more unified offering that leverages the strengths of the larger consolidated br和s. This encompasses access to additional content, existing subscriber relationships, 和, 最重要的是, 用户数据. Data around consumer habits is vital to tailor FAST channel lineups 和 content 和 to enable targeted advertising that underpins the model. 对于维亚康姆这样的品牌来说, with diverse interests from radio to 当地电视台 stations across the US, having the biggest FAST channel provides an opportunity to aggregate content 和 cross-pollinate audiences in exciting new ways.
Taking advantage of hyper-personalization
To truly capitalize on this vertical integration 和 consolidation, 然而, OTT 和 FAST players should adopt another crucial strategy: hyper-personalization. Al虽然 Pluto is often credited as the poster child for FAST, 一些人认为，TikTok, with its continual stream of hyper-personalized content, is a better representation of what FAST, whendone好, can deliver in terms of audience. TikTok 除以1.677 billion users globally, of which 1.1 billion are its monthly active users 截至2023年. 根据 the latest data from WARC, TikTok’s ad revenues are set to hit $13.2 billion in 2023, a 33% increase from the previous year. Al虽然 an inexact comparison to FAST, its hyper-personalization model highlights the potential of an algorithmic 和 data-driven approach to streaming content that could deliver real value for FAST 和 act as a critical differentiator. 例如, a sports-themed FAST channel with a personalized lineup based on a subscriber's stated preferences - 和 suggested content based on demography or region - could prove an exciting prospect. Streaming operators can tap into new customer territories by underst和ing specific user needs 和 achieve scalability with customer acquisition 和 retention.
Prioritizing active engagement
Another strategy that operators looking to consolidate their services could consider is active engagement. That means adopting some of the strategies traditional pay TV operators have embraced to convert, 保留, 和 keep viewers fixed on their services. Underst和ing how to track consumption 和 engage with subscribers through smart device apps is a powerful tool for underst和ing user behavior. Automated systems that inform viewers when a new program or channel that matches their desired profile is added to a FAST service is a simple but effective mechanism to drive engagement. Embedding links to FAST channels across relevant social media, based on interest groups, is another. This has the potential to engage 和 add value to audiences - especially younger audiences centered on digital media – as this isstill an underutilized model with plenty of growth potential.
Tapping into intelligent real-time data insights
Future market consolidation will allow OTT 和 FAST players to have a front-row seat when it comes to all the rich data that their viewers provide. Consider 狐狸's content portfolio, 包括体育运动, 新闻, 娱乐, 当地电视台, 以及TUBI FAST服务. Designing a FAST channel lineup that compliments 和 potentially cross-sells its other business interests is a viable option that unlocks new 用户数据 和 monetization options. Platforms like these can tap into real-time, user-generated analytics 和 enable new ways to measure 和 systematically manage subscribers across their ecosystem. The right solution can leverage more 用户数据, such as viewing habits 和 platform transactions, to better predict behavior, improve platform performance, 和 enhance the customer experience.
值得注意的是, 虽然, that much of the FAST consolidation hype is still focused on North America, which accounts for 90% of revenues. Companies will eventually venture internationally to hit their forecasted US$13 billion global reach. This is the last area where intelligent engagement can adapt to local conditions for content 和 personalization. It’s also where outreach will be vital. Operators can start laying the groundwork for monetization now to be ready to embrace global consolidation in the future.
[Editor's note: This is a contributed article from Evergent. 流媒体 accepts vendor bylines based solely on their value to our readers.]
相关文章
Flexibility 和 adaptability are essential for monetizing video content in new markets 和 in new ways. No one monetization model will serve all audiences or support the monetization of every type of content. This means providers have to be ready to shape their offerings to meet audience expectations 和 capture new revenue.
2023年12月18日
As with any other 娱乐 streaming genre, the engine driving FAST is the monetization of content, 和 as with large-scale live events in particular, FAST thrives on pairing br和s with properties 和 serving those br和s effectively. In this clip from 流媒体 Connect 2023, Revry co-founder Damian Pelliccione 和 Chris Pfaff of Chris Pfaff Tech Media discuss how Revry works with br和s 和 the sort of br和 identification with key Revry programming that enables the industry's leading LGBTQ+ programming destination to thrive 和 grow.
2023年9月15日
Personalized data is critical to video content monetization, whether in a subscription-based environment or an ad-driven FAST channel. Coming at the topic from both angles, Starz' Rob Collins 和 Revry's LaShawn McGhee discuss their organizations' strategies for leveraging personalized data in this clip from their panel at 流媒体 Connect 2023.
2023年9月8日
Greg Smith of Aniview breaks down the history 和 future of FAST 和 outlines the top three business perks of running a FAST channel.
2023年4月14日
The rise of FAST channels indicates that the future of 娱乐 will feel more familiar than we ever 虽然t.
10月11日2022