Going beyond multi-screen content delivery
More content is being consumed on more platforms than ever before. But how can service providers ensure that customers’ increasing demands are met? Simon Trudelle, senior product marketing at NAGRA shows how providers have the opportunity to develop cloud-based solutions that rapidly evolve on request.
The way people consume video content is changing drastically, especially for younger generations and other demographics that appreciate the convenience of any time, on-demand watching. We’ve heard plenty about the growth of OTT services and multiscreen. With over 500 million hours of YouTube content alone being watched on mobile devices per day and over 130 million viewers subscribing to Netflix worldwide, leading pay-TV operators have responded by offering multiscreen services, meaning that content is being consumed on more platforms than ever before.
But are service providers doing enough? Annual research by the Pay-TV Innovation Forum has shown that as of April 2018 over 86% of the top 233 services providers worldwide had deployed multiscreen TV everywhere services, a 4% increase compared with 2016. This is a reaction to growing consumer demands, and it’s driven by increased access to high-speed broadband, 4G networks and smartphone capability. The result is that consumers expect high-quality content to be available on every screen, wherever they are. This is a great start, but those that don’t develop or keep evolving such offerings risk losing market share if they don’t innovate fast enough.
While still interested in linear TV, and live sports particularly, a growing segment of TV viewers has also started to associate OTT with both on-demand content and start-over functions, navigating as they wish through shows, without constraints. Inspired by what they get on their mobile, they expect the same experience from their traditional TV service provider, across devices. So what can service providers do to adapt to the shifting and rising demand for a better, all-screen experience? First, too many service providers went multiscreen but failed to get their subscribers to fully embrace the experience, either because the content (only long form, no premium content), the service offering (no on-demand features, limited catalogue) or the features (no multi-audio, no subtitling, poor UI etc) were missing or insufficient.