Survey: “Recommendation tools key for operators”

Prior to presenting a session on ‘Advanced Content Strategies’ at the Connected TV World Summit in London, UK content consultancy 3Vision conducted an industry-wide survey with senior executives on OTT and Content Distribution Trends, which revealed that 72 per cent of respondents consider features which enable Content Discovery to be the most important UI capability in viewer retention and satisfaction.

Additional finding include:

  • 49 per cent of respondents are confident that original production and content ownership will become increasingly important
  • 96 per cent of respondents believe content licensing windows will continue to evolve over the next 3 years

“We are grateful for the input of our respondents, it was interesting to see where there was general consensus on the future of pay-TV but also the areas of uncertainty that have been highlighted,” advised 3Vision’s Director of Global Trends and Insights, Jack Davison. “Control of content, increasing complexity and expectation of further change all came out in responses. With the increasing volume of choice on offer, it is also hardly surprising that recommendation tools are seen as key components of an operator’s user journey,” he added.

Speaking during a panel discussion, Nicola Agudo Berbel, Chief Distribution Officer, ProSiebenSat.1 Media, noted that platforms were increasingly seeking rights from content owners for such features as nPVR and instant restart. “Customers are getting used to having these, but they have to pay for them,” she advised.

Davison noted that premiums were also payable for rights to include as in-series stacking and SVoD, while James Thorby, Senior Manager, TV Content editorial at Talk Talk, reported growing use of electronic sell-through (EST) on the platform. “Customers like the ease of convenience of using the set-top box,” he added.

 

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