#IBC2022
THE FUTURE OF STREAMING IS HYBRID
Jonas Engwall, CEO, Bedrock
These last years, competition on the streaming market has become fiercer than ever and consumers are now drowning in an ocean of content, having subscribed to multiple platforms without really knowing what to watch. Today, to keep up the pace, streaming players have to rethink their strategy, including their revenue, content and distribution models. There’s no doubt that hybridity is the future of streaming, but how and why should this move be made? As the streaming war heats up, it is becoming increasingly difficult for proiders to rely on a single monetisation model and maintain their revenue model: AVOD, SVOD, TVOD or EST. To overcome each model’s limits, actors in the market are turning to a hybrid model so they can combine two or more monetisation models to address various audiences’ expectations. This is how they can increase their reach and, therefore, their conversion capacity. This means that players can launch competitive offers leveraging AVOD, commercial animations – such as promotions and discounts – bundles or multiple
subscription plans. Going forward, we are likely to see a fracture between players that hae diersified reenue streams successfully and profitably and those that hae not.
“Going forward, we are likely to see a fracture between players that have diversified revenue
streams successfully and profitably, and those that have not”
o remain profitable streaming players also need to diversify their content and the way it can be accessed. From premium to original content, live streaming, replay and bonuses, expectations vary from one segment to another. For example, sports enthusiasts much prefer watching live sporting events rather than recorded ones.
New technologies such as AI can also be
a real asset to push the right content to the right user. Based on data related to the user’s subscription, demographics and consumption, streaming platforms can be relatively different: suggestions, videos’ thumbnails, colours… It all can be personalised to remain relevant to each segment.
PUTTING UHD TO THE TEST Ultra HD Forum BY DAVID FOX
Ultra HD technology development did not take a break during the lockdowns, and the Ultra HD Forum is back at IBC with a range of demonstrations.
These include: UHD HDR
Versatile Video Coding (VVC) live and low latency encoding and decoding; HDR down-mapping and matching; SDR rendering
On top of that, this type of technology
creates new commercial opportunities as it allows one to gain a greater knowledge of users profiles and behaiour and automate upsell mechanisms. From ‘comfort’ features, such as no-ads option and better video quality, to download to go and locked content, upsell propositions are tailored to each segment. Finally, consumers are looking for convenience and, as OTT devices are multiplying in homes, content providers have the responsibility to make their service available on multi-devices. This will not only help keep their customers satisfied but also allow providers to collect and analyse video consumption habits. Using the data that has been collected, content providers can adjust their content and ad strategy to ensure it is relevant for viewers. In a nutshell, people’s budget for streaming serices is not infinitely extensible and theres already a plethora of offers on the market. So streaming players need to think ‘hybridity’ and work on commercial propositions that’ll meet their viewership expectations while opening a door to new opportunities. 5.A47a
57 OPINION
compensation; static and dynamic conversions; end-to-end live next generation audio using SADM erial Audio efinition odel and UHD OTT interoperability. Ian Nock, Chair of the Ultra HD Forum’s Interop Working Group, said: “We are very excited by the scope of these demonstrations, which show a technology that is now mature enough for mass deployment. HDR has matured and now delights viewers on VOD and SVOD platforms. Our
Video versatility: A demonstration of VVC by the Ultra HD Forum
latest demos show this can also be the case for linear TV. The demos illustrate what our member companies are currently working on in line with our guidelines.” IBC is also an “opportunity to
share the latest version of those industry guidelines and update the community with our latest Service Tracker covering well over 300 commercial services”, he added. 10.D46
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