4
Content is not Always King!
Avoid content saturation, market dilution and streaming fatigue Research in the US and Europe show that content is still the main factor influencing consumer’s choice of video service – this includes the availability of specific shows, content catalogue or the original programming available. How can this approach be valuable for a customer acquisition and retention strategy in this part of the world? SVOD players in the region are all well-aware that content relevance is key for growth and for most of them either exclusive content acquisition or international partnerships was the main lever for penetrating the markets and their main strategy revolves around an extended content library in drama. However, in a more cluttered and competitive environment where most players are offering little differentiated product in entertainment to a more fragmented audience, a content strategy is less likely to be relevant by solely relying on acquiring a content library that is believed to fit all tastes and genres with less consideration about the genre preference of the audience that works best for the GCC or Arab market. If the above market scenario is to continue in the longer term, the risk is content saturation from one side and making it for SVOD not to be found by potential customers bombarded with different content provider, and the only winner will be the player with the deepest pocket or voice, like international players with their established big brands Disney+ that will be a top-of-mind winner. Occupy your content genre territory for healthy market growth
A non-differentiation Content strategy leads to content saturation
One fits all tastes approach will further dilute the market
Reality is that preferred content genres differ by age segments, nationality groups and many other attributes. Research shows for instance that news and non-fiction content is popular among senior age brackets and has the least appeal among youngsters who score highest on the anime and Science fiction content, contrary to older aging tiers.
5
OTT Video Success Path in MENA: How can SVOD be more relevant and create long-term value
Made with FlippingBook Learn more on our blog