The concept of content aggregation has become the hallmark of mature OTT market trends. While offering content is fully understood in the TV market, various operators’ methods vary. Quality content is pricey to produce, and owing to the pandemic, purchasing it and integrating it into your service is a favored choice.
One of the distinctive characteristics of the Pay TV generation was the power of platforms to maintain other services than their own. This has thus been a long-drawn business practice but can still sometimes fritter up. But with the sleek rise of OTT, this has changed for good. Nevertheless, the transformed competitive landscape has caused many ruptures and has witnessed diverse forms of surprises.
Aggregation of applications is the new order of the day. Though the cost of taking on multiple services still presents a problem to operators, some of the big players have made the best of it. They have tried to integrate the payments of multiple services into one as well. The payment options of Netflix through Pay TV providers are a great such instance.
Seemingly enough, all of this points to an interesting question. If everyone is delivering the same content more or less, then what difference can it bring to the table overall? What is the competitive advantage?
Here’s the answer: It’s not about what but about how. How is the same content being delivered? Are the customer journeys being made memorable enough to draw back users and turn them into OTT recurring revenue sources? The style of service delivery is arguably the most critical aspect of carefully capitalizing on content aggregation.
The Style of Service Delivery
Here’s a little checklist to ensure the game is on:
Credibility: Be able to cater to the customers’ authentic demands
Usefulness: Offer ease of use and satisfy the customers’ user-centric needs
Desirability: Gauge the customers’ desires. Do they really want to see this content type?
Accessibility: Have cross-language, generation-spanning abilities and expand user access
Discoverability: Ensure that customers can easily and quickly find the content that they’re looking for
Value: Offer actual results, and add service value
There’s no denying that guaranteeing all the above tenets can be arduous to achieve. But with the apt technological underpinnings, it does get easier. Another critical dimension to consider is the price. Optimize your investments to rationalize the price point, and make it attractive and mass-affordable. Another benefit here is that it opens up customers’ psychological gaps and leaves space for more. How?
They feel like they have more bandwidth when they pay for multiple play subscription services to just one super-aggregator instead of to similar-priced, many individual services. The trends are definitely on the rise, and with many super aggregators mushrooming within the market space, the ability to leverage these gaps allows for more content creativity and penetration too!