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Adaptability to Viewing Behavior
Be present accross all streaming devices and offer an Ominchannel support
Based on the International Media Consumption Report 2021 by YouGov, 35 percent of UAE residents watched a streaming service on a TV set in a week, viewing experiences are becoming an integral part of everyday lives, leading to new screen technology preferences being influenced by size and portability. The multiscreen viewing behavior where consumers use different screen format to watch their preferred video is on the rise specially among the young segments. As per recent statistics from Park Associate in the US, more than 80% of millennials and Gen Z report that they view video on more than one platform at least monthly.
Equally acquisition
important
for
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strategy to understand the streaming platform landscape i.e., the methods that customers are using to stream their preferred videos. To simplify, these can be a connected TV, streaming box or a stick, PC, mobile or a playing console, ...etc. We are witnessing a big rise in connected TV (CTV) becoming a driving force in overall OTT subscription. As per Park is Associates 30% of new SVOD subscription in US in Q1-2021 are driven through connected platforms. In MENA, we are seeing lately some prominent SVOD regional players starting to integrate their platform with the main IPTV players (UAE and Saudi) which is a good start, but this integration is yet to be seamless and the need of having a sound partnership strategy with other connected TV device is becoming more crucial for the growth strategy in the long run .
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The adaptability to this changing viewership behavior is key and providing a seamless user experience is a determinant strategic pillar to stay relevant to core segments; whether it is on TV, mobile or PC , regional OTTs should make sure that their content can be watched seamlessly on all screen formats to keep up with the dymanic lifestyle pace of their audience in the need of consuming their content either on a mobile when they are out on the go or on at home on more static big screens and having an omnichannel strategy for support.
30% of SVOD subs in US originated from CTV CTV a main lever for growth beyond D2C need to be emphasized better among regional players
OTT Video Success Path in MENA: How can SVOD be more relevant and create long-term value
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