At Verizon EdgeCast, we work with companies that are redefining innovation in media, e-commerce, and high tech. In this section, we feature our most forward thinking customers and tell their stories of creating superior user experiences and simplifying the digital future.
Solving the OTT distribution challenge – 1 Mainstream
Content owners know it all too well: consumers want to watch what they want, whenever they want – on the device that is most convenient at that moment. Traditional TV and so-called “appointment viewing” is becoming less important by the day.
It is not surprising that online TV consumption across all devices has seen a 246% year-over-year growth, according to Adobe’s Q1 2014 Benchmark report. What’s notable is that IP-based TV and content delivery seems to be finally catching on in living rooms, too.
OTT access points, such as Apple TV, Roku, and game consoles, are increasing their share of total online video consumption. Again looking at the Adobe Benchmark report, there a two numbers that validate this trend:
- 123% increase in video starts (largest growth of all devices)
- 539% share growth in TV Everywhere authenticated video
This trend is set to continue. Last year, a PwC study estimated over-the-top TV streaming revenues at $3.3 billion. Fast-forward to 2018, PwC predicts it to be a $10.1 billion segment — too big to be just an afterthought for media companies.
This promise of triple digit growth is where the challenge for content owners lies. It’s the increasing number of OTT formats and devices that consumers can choose from that will make it ever more difficult -and time-consuming- to reach (and monetize) all of them.
Some of the factors that contribute to this challenge are: