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December 06, 2017

Four Key Points: Here’s What We Know About Defining a Content Strategy

However, from our industry experience with a wide range of operators, there are four key points that are the foundation for building any content strategy:

When putting in place a content strategy, a one-size-fits-all approach will not yield the best results for all operators or their customers. This is true now more than ever, as OTT continues to upend business as usual and NSPs – small, mid-size, and large alike – are evolving to meet this major shift in how consumers want to enjoy their content. However, from our industry experience with a wide range of operators, there are four key points that are the foundation for building any content strategy:

1. It’s first a question of distribution mix.

For monthly subscription providers, you may consider introducing an on-demand only (pay-per-view) to your offering mix. It’s a great starting point, especially for cord-cutters and cord-nevers, who may prefer a pay-per-view model now, but can be offered a path toward the benefits of subscription TV later. For more traditional viewers, you can add to the mix by offering their linear TV shows on mobile devices.

2. It’s then a matter of content mix.

Providers run the gamut from those who offer everything from replay TV, movies, concerts, sports, animation, and games…to those who specialize in any one of these genres, playing to a targeted market of loyal viewers.  OTT provides opportunities for any size operator to expand their content mix, even expanding into new genres, as NSPs create, license, and acquire new types of content.

3. It’s about content for every budget.

There is a wealth of content to fit any budget: original or from the shelves, exclusive or not, produced or co-produced, and so on. Operators can start by signing distribution deals with exclusivity for specific countries or regions, or go so far as to start their own in-house productions that offer their customers truly unique and localized content for specific demographics and languages.

4. It’s thinking about the next big thing. 

The race for OTT content is already well underway.  Leaders will surge to the front of the pack by making their offering truly unique.  Here is where new forms of content, such as virtual reality and augmented reality, offer tremendous opportunities for service providers to enrich their catalogs and build out their content strategy around the next big thing to grow their customer base.