How the pandemic has helped OTT to evolve
06/05/2021
By Contributor
Published: May 6, 2021 Updated: May 7, 2021
Luke Durham, CTO at Switch Media, looks at how the pandemic has helped both SVoD and AVoD services find even bigger audiences
target=_blank title=Share on LinkedIn class=share-linkedin>
OTT has boomed over the past 12 months as more of us have turned to television as our main source of entertainment through the Covid-19 pandemic. Reports from around the world have shown huge uptake of various entertainment services. An Entertainment Retailers Association (ERA) report published in January shows that in the UK video streaming and downloads were up nearly 40 per cent and that people turned to digital music, video and games in record numbers during the lockdown in 2020, increasing entertainment revenues by 16.8 per cent to a record £9.05 billion. It was the fastest growth rate since records began, driven above all by digital services, which saw revenues increase by £1.4 billion over 2019 to a new high of £7.8 billion. It's not just the UK that saw a sharp increase in digital growth; figures like these are reflected globally and OTT television is a major part of that trend.
The AVoD AttractionBecause of this, the choices in OTT subscription options are expanding all the time with subscriptions now available for a wide variety of services and products fitness, education, health and wellness, cooking, and live entertainment you name it, you can subscribe to it. But we're now starting to see some subscription fatigue, where consumers are beginning to tire of signing up for an increasing number of subscriptions. We all want a variety of television content that we can watch when, where and how we want, but we also expect the option to either pay for SVoD exclusive and/or ad free content, or sign up to AVoD services and watch ads to access content for free. With this in mind, what impact is AVoD TV having on the media and entertainment market? And how prepared are we to watch ads to get content free of charge?
Deloitte's Digital Media Trends Survey, 14th Edition, which was published at the end of May 2020 to assess the impact of Covid-19 on US consumers and their media consumption, shows that countries are coming round to the idea of AVoD at different speeds. In Asia, ad-supported streaming services dominate. And, in the United States, services have leaned toward premium monthly subscriptions with no ads. However, the survey showed that, 47 per cent of US consumers currently use at least one free ad-supported streaming video service. Prior to and since the Covid-19 pandemic, More US consumers want cheaper, ad-supported streaming video options. Europe is definitely a bit further behind in the AVoD stakes but many broadcasters - including ITV Hub and 4OD in the UK - are successfully streaming content using an AVOD approach.
And this is not just limited to the major broadcasters. At the beginning of March, the UK saw the launch of SportsTribal TV, the first free, AVoD TV service specialising 100 per cent in sports-themed content. It provides 24/7 linear sports channels with no sign-up or registration and it will feature sports including motorcross, MMA, world poker, college sports and more, with new channels being added every week. Being able to watch what you want, when you want without signing up or paying is a very attractive option.
In Australia, Freeview recently launched its HbbTV AVoD service, which allows viewers to seamlessly browse and search for thousands of programmes including entire TV series, made available by Freeview's member free to air broadcasters, at no cost to the subscriber. Delivery of the new service was facilitated by Switch Media. In the US, Amazon recently announced IMDb TV which is a free, ad-supported streaming service, available on Chromecast with Google TV and other Android TV OS devices. Documentary+ from studio XTR, in partnership with the late Zappos founder Tony Hsieh, is a new AVoD service that's available for free worldwide. It provides short and long-form documentaries covering politics, comedy, pop culture, science and more.
To provide a larger range of services and options, some broadcasters are looking at a tiered approach like NBC Universal's Peacock platform, which has an ad-supported base plan offering mostly free content. For additional content, customers can choose a Premium subscription offering which is ad-free.
With the trend for AVoD growing fast, the time is now for global broadcasters who can grasp new advertising revenue stream opportunities, repurpose content and keep eyeballs firmly on their channels.
New Verticals Adopt OTTAs well as the AVoD transition, another trend that we've seen in the last 12 months is the growth in smaller enterprises or individuals streaming tailored content to reach new and existing customers, particularly during global lockdowns. Earlier this year, Applicaster published its list of eleven 2021 OTT predictions and number six on that list was Corona's silver lining drives new verticals to OTT . The report says, Our industry is expanding. Sports leagues and teams, fitness and wellness, live music and faith are now streaming experiences to the living room. In 2021, we'll see some (if not all) of these genres evolve into verticals of their own. Covid-19 lockdowns have accelerated the move for the in-person events (concerts, religious services, workouts), and at the same time, teams and people-as-brands are getting savvier in retaining their own content and streaming rights.
We absolutely agree with this. Throughout the pandemic we've seen more and more companies and individuals successfully use online video platforms to diversify their brands. Many creative online en
LINK: | https://www.tvbeurope.com/media-delivery/how-the-pandemic-has-helped-o... |
See more stories from tvb |
More from TVB Europe
23/04/2024
Creative UK launches manifesto calling for more investment in creative R&D; revised approach to trade and exports
Entitled Our Creative Future, the manifesto calls for radical new action' t...
23/04/2024
Audiotonix secures landmark' investment
The company has secured investment from private equity firm PAI Partners, which also holds a stake in outside broadcasting company EMG By Jenny Priestley Pub...
23/04/2024
James Cameron backs Marlow Film Studios proposal
Cameron also said he recognised Marlow as a potential UK and European base for his new company, LIGHTSTORM 3D By Matthew Corrigan Published: April 23, 2024 ...
23/04/2024
IBC launches 2024 Innovation Awards with new categories
The five categories cover Content Creation, Content Distribution, Content Everywhere, Social Impact and Environment & Sustainability By Matthew Corrigan Publ...
23/04/2024
Pascal Fratellia leaves Olympics role at EBU
He played a central role in securing key broadcast rights, including the FIFA World Cup 2018 and 2022 By Matthew Corrigan Published: April 23, 2024 He pla...
22/04/2024
Ross Video expands graphics portfolio with Bannister Lake Software acquisition
The Chameleon solution provides access to real-time data from a range of sources, enabling users to construct tickers, L-bars, snipes, web widgets and full fram...
22/04/2024
What happened in Vegas: 2024 edition
TVBEuropes editor Jenny Priestley highlights some of the main talking points at this years NAB Show By Jenny Priestley Published: April 22, 2024 TVBEurope...
19/04/2024
How 1185 Films created the VFX on new horror, All You Need Is Death
Simon Wilkinson, head of VFX at 1185 films, talks about the technology behind the newly-released horror By Matthew Corrigan Published: April 19, 2024 Updat...
19/04/2024
Could Sony be preparing a bid for Channel 5's parent company?
The global electronics company is said to be considering joining forces with investment firm Apollo Management to bid for Paramount Global By Jenny Priestley ...
19/04/2024
EBU report highlights contribution of free-to-air sport broadcasting
The report broke the economic footprint of EBU member sports broadcasting into three main areas By Matthew Corrigan Published: April 19, 2024 The report b...
18/04/2024
How today's storage and memory decisions underpin future creativity
Ann Keefe, Regional Director - UK and Ireland at Kingston Technology, explains how storage and memory decisions made now are underpinning creativity in the futu...
18/04/2024
Escape Studios obtains UKVI licence to support international students
The newly acquired UKVI licence enables Escape Studios to recruit and retain international students By Matthew Corrigan Published: April 18, 2024 Updated: ...
18/04/2024
NAB 2024 popular among first time visitors
Attendees from more than 163 countries were present, including 34 delegation buying groups from around the world By Matthew Corrigan Published: April 18, 202...
17/04/2024
Colorfront showcases upgrades across product range
Colorfront has introduced AI vision-analysis tools to assist master QC operations with detecting framing anomalies, dead pixels, bright titles and sparkles By ...
17/04/2024
Meet the Founder and director
By TVBEurope Staff Published: April 17, 2024 Updated: April 18, 2024 Rory Springthorpe, founder and director at outside broadcasting company Vivid Broadc...
16/04/2024
Adobe previews generative AI tools to streamline professional video workflows
New generative AI tools will enable users of Adobe Premiere Pro to streamline editing all videos, including adding or removing objects in a scene or extending a...
16/04/2024
Atomos appoints Daniel Moore as new chief technical officer
Moore has led the development effort for over 20 products in the AV space By Matthew Corrigan Published: April 16, 2024 Moore has led the development effo...
16/04/2024
UNIT deliver picture post and colour grade for new BBC1 drama series
Coles enhanced colour separation, adding shape and depth to the characters through the use of a soft highlight and shadow roll off, and embracing the natural te...
15/04/2024
SiliconCore adds to XR range with new 1.2mm XR LED Display
SiliconCores patented Common Cathode driver chip delivers frame rates of 240 Hz and a refresh rate of 7680Hz, enabling slow motion, multi-camera view and multip...
15/04/2024
Naphtali Cave joins MOOV
The UK-based virtual studio, sports and events graphics company has appointed Naphtali Cave into a newly created role to drive technical innovation and creativi...
13/04/2024
Blackmagic Design unveils game-changer' URSA Cine 12K
The company has also unveiled DaVinci Resolve 19, which adds new AI tools, as well as over 100 feature upgrades By Jenny Priestley Published: April 13, 2024 ...
12/04/2024
Filming in extreme conditions: Mammals production team reveal all
Producer/directors Stuart Armstrong and Will Lawson detail the specialist cameras used to capture the footage for the series Dark and Cold episodes By Matthew ...
12/04/2024
Cinedeck partners with Paramount to create MTV integrated delivery platform
Cinedecks new ConneX Hub master tool leverages Adobe Frame.io and the companys ConneX products By Matthew Corrigan Published: April 12, 2024 Cinedeck'...
12/04/2024
Nikon completes acquisition of RED
The acquisition aims to enable the development of distinctive products, while leveraging the business foundations of both Nikon and Red By Matthew Corrigan P...
12/04/2024
Alison Pavitt joins Blue Lucy
She joins joins Blue Lucy after a number of years at Pebble By Jenny Priestley Published: April 12, 2024 Updated: April 15, 2024 She joins joins Blue Lu...
11/04/2024
Setting a new standard for storage
EditShare's new EFS NVMe storage solution allows creative professionals to deliver their 4K and 8K projects with unprecedented levels of performance and thr...
11/04/2024
It took 20 years to get here': Filmlight debuts media access tool
Nara can natively decode and playback a wide selection of media without the need to transcode to proxy files By Jenny Priestley Published: April 11, 2024 U...
11/04/2024
UK MPs call for freelancers' commissioner for creative industry
The Committee has recommended the establishment of a cross-departmental Freelancers Commissioner By Matthew Corrigan Published: April 11, 2024 Updated: Apr...
11/04/2024
Preserving TV's technological heritage
Jenny Priestley meets a group of enthusiasts who are working to preserve TV technology from across the decades, including cameras, OB trucks and telecine machin...
11/04/2024
Rise Academy announces new leadership, London Summer School to return
Andy Beale, Lisa Collins and Jackie Howes will lead the charity By Jenny Priestley Published: April 11, 2024 Andy Beale, Lisa Collins and Jackie Howes wil...
11/04/2024
Editor's choice: Ten things to look out for at 2024 NAB Show
From artificial intelligence and an autonomously AI-powered humanoid robot, to an immersive golf experience and our first proper look at Sphere, this is whats o...
10/04/2024
VFX house UNIT moves into new London home
UNIT will now have numerous VFX suites housing Flame, Flame Assist, Nuke and Nuke Studio, while the lower ground floor will house MCR, QC and Open Studio workin...
09/04/2024
Workflow solutions provider ERA expands into London
The office is equipped to embrace a hybrid way of working so teams can collaborate no matter where they are based, added the company By Jenny Priestley Publi...
09/04/2024
Limecraft and OOONA form AI subtitling partnership
The collaboration aims to provide content producers with streamlined subtitling processes through the use of AI and automation, enabling them to extend the reac...
09/04/2024
Harmonic concludes current market conditions' do not support video business sale
The company has also announced the appointment of Nimrod Ben-Natan as CEO, effec...
08/04/2024
Santiago Solanas announced as new Dalet CEO
Following a 30 year career at technology firms including Sage, Oracle, Cisco, IBM and Microsoft, Santiago Solanas replaces departing CEO, Carl Farrell, who will...
08/04/2024
Grass Valley highlights innovation at NAB Show
The technology provider for the live media and entertainment industry is marking its 65th anniversary with a cluster of breakthrough camera and switcher enhance...
08/04/2024
TVBEurope April 2024 issue out now
With a busy calendar of sport plus elections in both the UK and US ahead, the April issue focuses on the latest advances in live production. We meet the sound d...
08/04/2024
Opinion: Why trade shows can and must evolve
#GalsNGear founder Amy DeLouise explains how media technology trade shows can take intentional steps to fully reflect the full diversity of people who are part ...
08/04/2024
New London office for Advanced Systems Group
Opening in May and located in Aviation House, in Londons Holborn district, the new ASG UK headquarters will have the flexibility to adapt to future expansion B...
05/04/2024
Administrators appointed to Winnersh Film Studios Limited
A release says the other legal entities within the Stage 50 group are not currently in administration and continue to trade as normal By Kevin Emmott Publish...
04/04/2024
Ripley: The Sounds of Silence
Theres a lot going on in the darkness. Kevin Emmott meets sound mixer Maurizio Argentieri to find out why it was so important to amplify the silence in the Netf...
04/04/2024
VVC delivers less pain for the grain
The Media Coding Industry Forum is exploring ways to develop end-to-end film-grain management for modern digital environments By Kevin Emmott Published: Apri...
04/04/2024
IBC announces this year's Accelerator Programme
More than 180 organisations have participated in the Accelerator Programme since 2019, and it has delivered POCs for 35 projects By Kevin Emmott Published: A...
04/04/2024
New CEO announced at Viaccess-Orca
Kohler has over 20 years of international experience in senior management roles at Orange By Kevin Emmott Published: April 4, 2024 Kohler has over 20 year...
03/04/2024
Avid appoints Wellford Dillard as CEO
With more than 20 years of experience in the software industry, Dillard was previously CEO of marketing SaaS provider Marigold By Kevin Emmott Published: Apr...
02/04/2024
Changes at the top of the DPP
The DPP has transferred the role of CEO from Mark Harrison to Rowan de Pomerai, with Harrison taking the role of founder and chief content officer By Kevin Emm...
02/04/2024
Premier Sports to relaunch in the UK on April 9
Premier Sports will include coverage of the Scottish Cup, Scottish League Cup, International football fixtures, LALIGA, and more By Kevin Emmott Published: A...
28/03/2024
The 4K cameras giving audiences an astronaut's view of Earth
TVBEurope meets Charles Black, founder and CEO of Sen, which has sent a payload of 4K cameras to the ISS to livestream images of Earth to audiences around the w...
27/03/2024
I knew there were cameras, lighting, some buttons and microphones involved': How Crew Room Academy is inspiring the next generation
TVBEurope hears from some of the students who took part in Crew Room Academys Sc...