What is next in OTT


Mary Kay Evans TV-Bay Magazine
Read ezine online
Download PDF
Download PDF

In the past year alone, we’ve seen a substantial increase in the amount of OTT content that’s being streamed. In the first quarter of 2018, there’s been a 114 percent year-over-year growth in streaming video hours, and those numbers are only expected to rise. With OTT revenue predicted to reach $16.6B in 2018, a 40% gain over last year, there’s no question that OTT is booming, and that there’s never been a more critical time to pay attention to the space.

But what will be the driving factors for all of this OTT growth?

There are three catalysts emerging in the next year that will play significant roles in OTT’s unprecedented growth: a thriving interest in live event streaming, cloud-based innovation for content monitoring to ensure higher quality streams and fine-tuning personalized viewing experiences for higher engagement.

Live event streaming, especially of sports, will continue to grow at an exponential rate.
Viewers aren’t only sitting in front of their traditional television sets to tune into a live awards show or a big playoff game; now more than ever, they’re plugging into live events through their mobile phones and smart TVs, as well as other connected devices.

With Cisco predicting that live video will grow 15-fold by 2021, broadcasters and content producers must deliver high-quality streams — whether it’s VOD, linear and especially when it’s live. However, managing live event streams still poses many challenges: scaling to manage concurrent viewers, the inherent unpredictable nature of live events and technical complexities like blackouts and unexpected traffic spikes. This is where depending on a service provider partner can be valuable, enabling teams to quickly ramp up during live event streaming, by providing additional support. At Verizon Digital Media Services, we offer our Live Event Operations managed service, which has a staffing component, offering our team’s expertise in areas like broadcast engineering, non-linear editing, transmission engineering and Linux administration. Live content providers can ramp up resources quickly and extend operations staff with minimal fixed costs.

As the OTT industry matures, innovation like complete end-to-end visibility in the cloud will drive it forward.
Mobile devices have come a long way from simply making phone calls; we can now watch the latest television shows and movies on our smartphones.

Similarly, the OTT industry has matured significantly within the past decade, with trailblazing advancements including the introduction of Smart TVs to the emergence of prominent streaming players like Hulu. But while major milestones may have started to slow down, that doesn’t mean that there’s not an opportunity to focus on continued innovation.

For example, there’s an opportunity for the same end-to-end visibility that broadcasters have for broadcast feeds through traditional monitoring hardware systems to be available, all within the cloud. That means OTT content providers can monitor a stream, from origination to the edge, in real-time, no matter the location of the end user, helping to provide quality of experience.

Personalization will still be the key to attracting customers and advertisers alike.
While terrestrial TV advertising revenue is expected to grow to $128.1 billion by 2021, broadcasters still have a ripe opportunity to diversify monetization efforts within the OTT space. Multiple studies have shown that viewers are open to ads when watching OTT content, so long as the ads are relatable and seamlessly stitched with the content. With emerging technologies like artificial intelligence and machine learning, we’ll be able to create more integrated, intuitive ad formats for OTT that will lead to producing more relevant ad and content experiences.

With these three factors contributing to the rise of OTT, it’s imperative to stay up-to-date on the latest trends and technologies that we’ll see emerge in the near future, to ensure you reach a customer base that’s tuned in to more than just the television set.


Tags: iss133 | ott | verizon | cisco | Mary Kay Evans
Contributing Author Mary Kay Evans

Read this article in the tv-bay digital magazine
Download PDF
Article Copyright tv-bay limited. All trademarks recognised.
Reproduction of the content strictly prohibited without written consent.

Related Interviews
  • Safer OTT and TV Platforms from Viaccess-Orca at IBC 2017

    Safer OTT and TV Platforms from Viaccess-Orca at IBC 2017

  • Smarter OTT and TV Platforms from Viaccess-Orca at IBC 2017

    Smarter OTT and TV Platforms from Viaccess-Orca at IBC 2017

  • Scott Hill uses EditShare: Lightworks at NAB 2013

    Scott Hill uses EditShare: Lightworks at NAB 2013

  • Viaccess-Orca at IBC 2016

    Viaccess-Orca at IBC 2016

  • Prime Focus Technologies at IBC 2016

    Prime Focus Technologies at IBC 2016

  • Kino Flo at NAB 2016

    Kino Flo at NAB 2016

  • Comigo at IBC 2015

    Comigo at IBC 2015

  • EBS at IBC 2015

    EBS at IBC 2015

  • Volicon at IBC 2015

    Volicon at IBC 2015

  • Thomson Video Networks at IBC 2014

    Thomson Video Networks at IBC 2014

  • BBright at IBC 2014

    BBright at IBC 2014

  • Visual Unity at IBC 2014

    Visual Unity at IBC 2014

  • Viaccess-Orca at IBC 2014

    Viaccess-Orca at IBC 2014

  • SIS LIVE ManPak and LoStow at IBC 2014

    SIS LIVE ManPak and LoStow at IBC 2014

  • Perception at NAB 2014

    Perception at NAB 2014

  • Visual Unity at NAB 2014

    Visual Unity at NAB 2014

  • ATEME at NAB 2014

    ATEME at NAB 2014

  • TMD talk asset management solutions on BroadcastShow LIVE at IBC 2013

    TMD talk asset management solutions on BroadcastShow LIVE at IBC 2013

  • Cambridge Imaging Systems on BroadcastShow LIVE at IBC 2013

    Cambridge Imaging Systems on BroadcastShow LIVE at IBC 2013

  • Bridge Technologies QoE Monitoring with Mobile Videowall Display at IBC 2013

    Bridge Technologies QoE Monitoring with Mobile Videowall Display at IBC 2013

  • Bridge Technologies PocketProbe App at NAB 2013

    Bridge Technologies PocketProbe App at NAB 2013

  • Vimond Control Center at NAB 2013

    Vimond Control Center at NAB 2013

  • Telestream Vantage v5 at NAB 2013

    Telestream Vantage v5 at NAB 2013

  • Tariam Tooway stand at BVE 2013

    Tariam Tooway stand at BVE 2013

  • Verizon Digital Media Services at IBC 2017

    Verizon Digital Media Services at IBC 2017

  • The Media Experience Studio from Verizon at NAB 2017

    The Media Experience Studio from Verizon at NAB 2017

  • Live Streaming Solution from Verizon at NAB 2017

    Live Streaming Solution from Verizon at NAB 2017

  • Garland Partners at BVE 2012

    Garland Partners at BVE 2012


Related Shows
  • Show 26 - 20th November 2013

    Show 26 - 20th November 2013


Articles
Accelerated Workflows with eGPU
Mike Griggs From the UK’s National Trust to magazine publishers to manufacturers, digital content creator Mike Griggs has a wide and varied portfolio of clients for whom he creates 3D art, motion graphics and multimedia exhibits. A typical day might involve sampling birdsong near Virginia Woolf’s country estate or creating 3D animations for VR. To keep on top of these demands, Griggs wanted to take the full power of the GPU computing revolution on the road.
Tags: iss134 | sonnet | egpu | amd | post production | editing | Mike Griggs
Contributing Author Mike Griggs Click to read or download PDF
Giving Welsh sport a global audience
Adam Amor From the Ospreys Rugby Union team, to the Football Association of Wales, as well as national cycling, swimming and boxing coverage, Port Talbot based Buffoon Film and Media has been heavily involved in putting Welsh sports on the world stage.
Tags: iss134 | blackmagic | atem | buffoon | micro studio camera | Adam Amor
Contributing Author Adam Amor Click to read or download PDF
Keeping it remotely real
Reuben Such Everyone wants to do more with less. Always have, although it could be argued that doing more with more is something to aspire to, not many have that luxury. So let’s stick with the prevailing winds of doing more with less, and not just doing more, but doing it remotely, particularly in terms of production. Remote production, in particular, is getting a lot of attention in the field these days, but not so much in terms of the remote operation of fixed studios.
Tags: iss134 | remote control | IPE | IDS | Reuben Such
Contributing Author Reuben Such Click to read or download PDF
What content providers need to know about OTT
Hiren Hindocha As OTT (Over-The-Top) technology has gotten more mature and established robust standards over the years, the concept of OTT monitoring is gaining popularity. With customer expectations soaring, it’s vital for OTT providers to deliver superior quality content. To deliver Quality of Experience (QoE) on par with linear TV broadcast, the entire system, starting from ingest to multi-bitrate encoding to delivery to CDN must be monitored continuously.
Tags: iss134 | ott monitoring | qos | logging | compliance | dash | atsc | cloud | Hiren Hindocha
Contributing Author Hiren Hindocha Click to read or download PDF
An Obituary to Timecode
Bruce Devlin - new A stoic and persistent character that stubbornly refused to change with the times, Timecode has finally passed on, but no-one has noticed. A long-lasting industry veteran, Timecode was brought into this world at an uncertain date in the late 1960s due to the needs of analogue tape workflows and the demand for synchronisation between audio and video devices. A joint activity between SMPTE and the EBU led to the work on Time and Control codes starting its journey to standardisation in the early 1970s.
Tags: iss134 | timecode | smpte | ebu | edit | Bruce Devlin - new
Contributing Author Bruce Devlin - new Click to read