In Industries, OTTBy PDG ConsultingApril 27, 2022

Expanding Your Content’s Reach with OTT: A Guide for Media Companies

Expanding Your Content’s Reach with OTT - A Guide for Media Companies blog image

Although COVID-19 has begun to recede from the daily headlines, the pandemic has already left an indelible impact on how people consume media and information—in terms of news, as well as entertainment, education, and other media categories. Both businesses and consumers alike have adjusted to increased online usage patterns, even as lockdowns have largely subsided.

Suffice to say, the selection, convenience, speed, and ease of access these days make internet-delivered content a hard option to beat for consuming media or content.

The dramatic increase in over-the-top (OTT) media service and streaming use both during and after the global shutdowns may come as no surprise. All the same, many businesses have yet to adjust to the unprecedented pace at which entertainment is moving beyond cable TV, movie theaters, and other traditional venues for consuming entertainment. For media companies, this also means an invariable shift to OTT to address the groundswell of demand for new content.

In this article, we’ll delve into effective methods for content creators, studios, and traditional media companies to expand their content reach via OTT.

OTT for Content Creators and Studios

Increasing Market Share and Revenue Opportunities

Expanding Brand Awareness

Easier Channel Creation

Top Considerations for OTT Channel Creation

Adopting an Ideal Monetization Strategy

Content creators and media companies looking to create their own OTT channels should determine which revenue model to pursue, namely subscription-based or advertising-based. Each model has unique benefits and drawbacks—in opting for one over the other, creators should carefully consider the nature of their specific audience or services, as well as any relevant market trends.

For example, recent market studies reveal that consumers are likely to pay for subscription-based services priced between $20-30, but not more.

Additionally, the perception of “free” with ad-supported services is still strong among the general public, with consumers mostly preferring ad-supported services to subscription-based offerings. Of course, this is rapidly changing. However, in the interim, media companies should consider first building a loyal customer base with an ad-supported OTT service prior to introducing a subscription-based service.

Content Distribution and Optimization

When it comes to content promotion, media companies and creators should look to optimize both the reach of their content, as well as the distribution frequency of any efforts to expand that reach.

For example, new viewer acquisition efforts outside of the targeted/tested audience may yield limited results for media companies. Similarly, overly frequent advertising often leads to viewer ad fatigue and OTT channel brand damage—the opposite of the desired effect.

OTT Advertising Tips and Best Practices