Ian Sharpe, CEO of Promethean TV, writes that broadcasters can take action to make the most out of the changing landscape to engage customers, and build loyalty
By Contributor
Published: July 2, 2020
Ian Sharpe, CEO of Promethean TV, writes that broadcasters can take action to make the most out of the changing landscape to engage customers, and build loyalty
target=_blank title=Share on LinkedIn class=share-linkedin> Ian Sharpe, CEO of Promethean TV, writes that broadcasters can take action to make the most out of the changing landscape to engage customers, and build loyalty
https://www.tvbeurope.com/media-delivery/ott-2-0-understanding-the-importance-of-interactivity-and-engagement title=Share via Email class=share-email>
With the growth of worldwide internet users, changes in consumer viewing habits and improvements in technology, broadcasters are being forced to evolve in an effort to stay competitive. And it's no secret that the future of television and entertainment is OTT. This cord cutting phenomenon has been a major disruptor in the broadcast industry, leading to drastic shifts in the market and new business models. In fact, it has been reported that online streaming service subscriptions have grown from 150 million in 2014 to over 600 million in 2019, with an expected increase to 1.1 billion by 2021.
Locking in with OTT content
With social distancing measures and strict government restrictions, most of us are spending substantial time indoors, making good use of our OTT subscriptions. A recent report released by Nielsen suggests that Stay at Home policies will lead to an almost 60% increase in the amount of content watched by audiences. Online streaming is more essential than ever and global viewing increased by nearly 21% during the first three weeks of March.
The global pandemic has had the biggest disruption on the sports market. Broadcasters were blindsided by the hiatus of almost all televised sporting activities, ranging from the Tokyo Olympics and UEFA Euro 2020, to the annual competitions at Wimbledon. Despite the absence of live sports, the audience's appetite for sporting spectacle remains stronger than ever. As a result, the industry has started to adapt it's strategies in the short term by broadcasting archived and modified content across OTT platforms and streaming channels.
Clearly, the broadcast industry recognises the shift consumers are making to OTT content, now and prior to the coronavirus crisis. But what does this mean for broadcasters in the long term?
Interactive OTT strategies
The broadcast industry is maturing as audience viewing preferences continue to evolve, combined with technology advances. This new OTT 2.0 era is all about interactivity and engagement across digital platforms. A stream no longer has to be a one-way flow of information with a simple touch of a screen, the audience should be able to engage with content and make watching active. With broadcasters experimenting with digitising their content, this can be complemented with audiences having the opportunity to vote in a poll, sign up for a service or provide commentaries. Not only does this encourage longer viewing times, but it also boosts engagement and drives interactivity.
With many people spending more time indoors, there has never been a better time for streaming services to start harvesting audience data, understanding both what they want to watch, and how it can lead to better engagement. Using data to personalise viewing experiences means broadcasters can push relevant and contextual information to help audiences get the best out of their video, tailoring the viewing experience, and keeping consumers coming back for more.
Barcroft Studios launches OTT channel
One in seven OTT households are borrowing' accounts
Freewheel: connected TV beginning to resemble linear
Kicking off sports OTT streaming
Looking at the sports industry specifically, it will be up to broadcasters to create an atmosphere and drive engagement for adrenaline-starved fans, who are watching stadium sports recommence on OTT platforms. We've seen Japanese firm Yamaha create a new smartphone app that will allow fans watching at home to encourage players, with their voices reverberating around the stadium in real time via loudspeakers. The English Premier League has also recently restarted, and Sky Sports is working with EA Sports' FIFA division to create simulated, reactionary crowd noises and chanting, tailored to each specific team.
It is easy to dismiss this kind of experimentation as a gimmick, choosing simulation over common sense. But these new innovations all have something in common; they are focused around harnessing familiar patterns and behaviour to keep spectators coming back for more online content. It's all about human interaction and engagement. Interactivity is at the center of how we move forward with OTT and create the feeling of being up close and personal with the content that audiences love.
The future of OTT
In fact, we are all video streamers now. We are all embracing YouTube and TikTok, Zoom calls and Tweeted news videos. Strategies that deliver User Generated content are the ones most likely to create a buzz, to strike a chord and to go viral. Delivering authentic voices and new talent has always been a staple for TV moguls, and in a world where every bedroom is broadcasting centre it is vital to be able to offer the tools and technology for people to utilise your platform and not a rival's.
With this in mind, there are huge opportunities to capitalise on the demand for digital platforms and boost engagement with viewers. The boom of video streaming and OTT services means broadcasters can get up close and personal with their audiences to create interactive experiences. Not only will this help to fill the gap left from the
Europe Stories
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
09/10/2026
September 10 2026, 06:00 (PDT) Dolby Expands Dolby OptiView Platform with New Capabilities at IBC 2026
New Sports Intelligence helps providers better unders...
07/10/2026
Dalet, a leading technology and service provider for media-rich organizations, today announced the latest Long-Term Supported (LTS) release of Dalet Flex. Build...
10/09/2026
Editing, restoration & mastering suite upgraded Acon Digital Acoustica 8 audio editing restoration mastering software.
Acon Digital have just launched the la...
10/09/2026
Classic synths & drum machines available to play
Based in Reading, UK, Readipop are a music and arts charity with a long track record of innovative, partici...
10/09/2026
Popular model updated & new addition introduced
With many of the models in Neumann's KH family now boasting onboard DSP and support for the company'...
10/09/2026
Improved desktop interface announced
The latest iteration of Arturia's flagship desktop audio interface has just arrived, introducing improved preamps, ...
10/09/2026
Progress needs proof: Rohde & Schwarz showcases its trailblazing test solutions ...
10/09/2026
The beloved duo are back with big challenges and even bigger laughs as they discover if you're ever truly too old to try something new.
Previous praise for...
10/09/2026
Thursday 10 September 2026
Sky News Defence Insider app launches as new researc...
10/09/2026
Thursday 10 September 2026
Award-winning network Sky Mobile to offer Apple iPho...
10/09/2026
Thursday 10 September 2026
Sky unveils gripping teaser for The Good Daughter, coming this NovemberTurn on cookies to view this content. Go to Privacy options a...
10/09/2026
Harmonic Leads the New Era of Broadband Connectivity at SCTE TechExpo 2026 Showcase Spotlights Include:
New cOS SensAI intelligence fabric unleashing data-pow...
10/09/2026
RT to Broadcast Amgen Irish Open free-to-air
New multi-year agreement will see RT continue to bring the Amgen Irish Open to Irish audiences
Ryder Cup hig...
10/09/2026
More than 30 women report allegations of sexual harassment, misogyny and bullying within National Ambulance Service
Tonight on RT Prime Time, 9:35pm, RT One ...
10/09/2026
Series 3 of Nero's Class begins Friday 11 September on RT Listen
The third...
09/09/2026
New parts aimed at hip-hop and pop productions
The latest update to Celemony's innovative virtual session musician expands the collection of built-in in...
09/09/2026
Save up to 40% until 21 September 2026
Sonarworks are currently running their Autumn Sale, with discounts of up to 40% currently available across their rang...
09/09/2026
Upcoming title officially launches in September 2026
Bjooks' celebrations for this year's 909 Day will be welcome news amongst drum machine lovers, ...
09/09/2026
Chennai/Luxembourg, 9 September 2026 - SES, a leading space solutions company, today announced the inauguration of its new office in Chennai, India, marking a s...
09/09/2026
September 9 2026, 22:35 (PDT) Cinema Sunshine Becomes Japan's First Exhibit...
09/09/2026
Wednesday 9 September 2026
Tom Daley adds final stitch to giant Baa-Ewe' t...
09/09/2026
Red Seat Ventures Integrates Barometer into Speakeasy to Maximize Podcast Revenu...
09/09/2026
Baselight-powered color comes natively to Media Composer, connecting creative de...
09/09/2026
RT brings three packed days of live radio, entertainment, news, weather and fun
Join RT Radio 1: Morning Ireland, Oliver Callan, Today with David McCullagh,...
08/09/2026
Built for rap producers, by rap producers
Sauceware Audio, the independent plug-in company founded by Grammy-nominated producer Jacob (Travis Scott, 21 Sava...
08/09/2026
Classic Sound Techniques design revived
Warm Audio's latest release delivers a meticulous recreation of the preamp circuitry employed by the Sound Techn...
08/09/2026
Latest soft synth inspired by the Memorymoog
XILS Lab have just launched a software instrument that draws its inspiration from Moog's iconic Memorymoog,...
08/09/2026
September 08, 2026 NORTHRIDGE, Calif. - Soundcraft today announced the launch of its Signature Plus Series Analog Connected Mixing Consoles. As the next genera...
08/09/2026
Tuesday 8 September 2026
Sky Go gets a major upgrade for Sky Glass and Sky Stream customers
Today, Sky launches a new version of the Sky Go app for Sky Glass ...
08/09/2026
Documentary thriller simulating a Russian attack on UK soil will culminate in a live final episode reuniting the playersTuesday 8 September 2026
Trailer releas...
08/09/2026
Tuesday 8 September 2026
Jamie Demetriou and Amelia Dimoldenberg to host next t...
08/09/2026
Wuppertal September 8, 2026
Riedel Introduces New OnAir Headset PlatformRiedel Communications today announced the launch of its new OnAir headset platform, a...
08/09/2026
BERLIN, September 8, 2026 - J nger Audio will introduce a major expansion of its flexAI audio processing platform at IBC 2026. The flexAI system adds autonomous...
08/09/2026
New Vendor-Agnostic Broadband Intelligence Fabric Reduces Operational Complexity and Improves Service Quality for Broadband Service Providers SAN JOSE, Calif. -...
08/09/2026
Arvato Systems Brings TI Expertise to the Stage
Panels, workshops, and real-world examples at the TI-SUMMIT 2026
Arvato Systems, a partner of the TI-SUMMIT 2...
08/09/2026
On October 1, Apple Arcade is rolling out a lineup of fun new games for players ...
07/09/2026
Two new full-range, flat-response cabinets introduced
HeadRush have recently introduced a pair of new full-range, flat-response cabinets designed for player...
07/09/2026
Answering questions about AI in game audio
GameSoundCon, the largest professional conference for video game music and sound design, have announced that they...
07/09/2026
New directional headset mic on show at IBC
Just ahead of this week's IBC show, DPA have announced the launch of a new directional headset that's bee...
07/09/2026
We are not building systems to replace human decision-making; we are building systems that execute our decisions at machine speed. The media companies that win ...
07/09/2026
Every day, we rely on products to work safely, from the power bank in your bag to the solar panels on rooftops. Behind that trust is a process called conformity...
07/09/2026
Monday 7 September 2026
Freddie Meredith joins cast of SNL UK ahead of start of Season 2
Freddie Meredith Images
ZIP (3MB)
Saturday Night Live UK announces ...
07/09/2026
Monday 7 September 2026
Sky and NFTS team up to launch new routes into screen careers
Sky has today announced a new apprenticeship programme, with application...
07/09/2026
Monday 7 September 2026
Sky Sports announces most comprehensive NFL coverage to...
07/09/2026
Dolby, MainConcept, Techex and J nger Audio will showcase the industry's first demonstration of Serial Audio Definition Model (S-ADM) in a cloud-based produ...
07/09/2026
dB Broadcast will showcase APIS Hive, its software platform for designing, deploying and managing modern broadcast infrastructures, at IBC 2026.
Developed from...
07/09/2026
552,000 streams on RT Player
The historic fight, which saw Katie Taylor become...
06/09/2026
Recreates Rolands TB-303 & MC-202
BS-203 MacroAcidizer is the first virtual instrument from Born Second, and it offers a recreation of two Roland classics -...
Ian Sharpe, CEO of Promethean TV, writes that broadcasters can take action to make the most out of the changing landscape to engage customers, and build loyalty
