16 NEWS & VIEWS
September 2018
Life beyond Netflix : Specialist OTT services find its niche
Two decades ago , the idea of streaming video over the Internet is considered an “ out of the box ” approach compared to traditional cable and terrestrial networks . Today , over-the-top ( OTT ) video streaming is already a norm , driven by platforms such as Amazon Prime Video , Netflix and YouTube . Already packed with endless hours of entertainment content , these platforms nevertheless still constantly update their content library with new titles , keeping subscribers “ within the box ” by staying on that particular platform . While the OTT marketplace may appear to be mature , and dominated by a number of key players , MTM , a research and strategy firm , sheds lights on new opportunities for niche players to gain a foothold in the same space .
PHOTO CREDIT : ISTOCK BY GETTY IMAGES
Once upon a time , there was pay-TV
In July this year , a report by Ofcom declared there are now more UK subscribers to streaming services than to traditional pay-TV . Unsurprisingly , Netflix leads the way in the field of OTT services , with an estimated 9.1 million UK subscribers . Its UK platform currently offers 3,600 film titles , and has proposed a total of 700 original series by 2019 ; as viewers , we are spoilt for choice . One interesting challenge is whether the future of OTT lies with large-scale services or whether , as the sector matures , there will be a place in our hearts ( and wallets ) for small services too .
I stream , you stream , we all stream
We all know “ Content is King ” but after spending an average of 51 minutes a day scrolling through the 76,000 micro-genres of Netflix , would it not be grand to cut down your browsing and spend time on what you really care about ?
Well , that is exactly what specialised streaming services such as Marquee TV — “ a Netflix for the Arts ” — are looking to offer : delivering content to small but passionate audiences who share an interest or hobby .
Genrefication ?
Niche OTT services cater to a particular audience by curating a library of titles only related to a specific interest or genre . They rely on a sound understanding of their audiences , and use expertise rather than algorithms to provide high-quality , hand-picked content .
Some of the most popular specialised services include Crunchyroll — an East Asian anime provider with over one million paid subscribers — and also Passionflix , who offers a selection of classic , romance-themed content , including a ranking system to measure the ‘ love ’ factor of each film ; naughty , but niche .
Flexible and inexpensive pricing plans will also help specialist services compete . Earlier this week , one of the most highly anticipated OTT platforms , DC Universe , also announced more details ahead of their autumn launch . A glimpse of the pricing plans shows an option to pre-order a yearly subscription , with an additional three months at no extra cost .
In some instances , niche players are building online communities by tailoring their content to specific demographics . Hindi production company , Eros , for example , now
Niche OTT services cater to a particular audience by curating a library of titles only related to a specific interest or genre .
Since its expansion into streaming media in 2007 , Netflix has been one of the leading players in the OTT space with the vast amount of content it holds in its library , which ranges from variety programmes , TV series and even its originals series .
offers over 11,000 film titles and hosts more local content than Netflix and Amazon combined .
The silent majority
Former BBC producer , Navid Akhtar , is the founder of subscription video-on-demand ( SVoD ) service Alchemiya Media — a specialised OTT player created in 2015 “ for the silent majority : the 99.9 % of Muslims who lead peaceful , productive lives as citizens of the world ”. It responds to negative perceptions of the Muslim community , as a result of non-representative coverage in mainstream UK media . Over the past three years , the platform has gained over £ 115,000 ( US $ 146,248 ) in public crowdfunding , allowing a library expansion of 50 to 500 titles .
Another example of a com- munity-focused platform is Lebara Play — an OTT service that aims to bridge the content gap for migrant audiences across 39 European countries . Originally a telecoms provider , Lebara Play claims to understand the migrant experience by being the only multi-ethnic entertainment channel offering 13 different languages and flexible payment options .
While the mass-market OTT services — primarily Netflix — will continue to dominate the market in terms of subscribers , it looks like there will also be a place for niche services too . Especially , if they can , as the CEO of Crunchyroll put it , “ offer everything for someone , rather than something for everyone ”.
Visit www . mtmlondon . com to find out more .
White Paper @ www . apb-news . com
v The smart evolution of Furio
Since its introduction in 2008 , Furio has revolutionised not only studio robotics , but also the way in which broadcast news is produced , according to Ross Video .
Furio ’ s ability to produce “ silky smooth ”, sweeping on-air moving shots that can be precisely repeated over and over again at the push of a button has allowed broadcasters to create a more dynamic look , while delivering higher quality and lowering operating costs . Unlike jibs or other specialty camera systems ( for example , robotic arms or competing robotic dollies ), Furio also has the payload capacity to support a full-sized camera and teleprompter . This gives it the flexibility to deliver “ spectacular beauty shots ”, while serving as the primary camera in the production .
To find out more , download the white paper at http :// go . rossvideo . com / ross-furio-s2 .
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n SEPTEMBER
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n OCTOBER
October 2 - 4 APSCC 2018 Shangri-La Jakarta Hotel , Indonesia http :// apsccsat . com /
October 9 - 11 IEEE BROADCAST SYMPOSIUM ( BTS ) Keybridge Marriott Arlington , Virginia , USA www . bts . ieee . org /
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October 29 - November 1 ASIA VIDEO SUMMIT 2018 Intercontinental Hong Kong www . casbaa . com
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n NOVEMBER
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n DECEMBER
December 6 - 7 IABM ANNUAL INTERNATIONAL BUSINESS CONFERENCE & AWARDS 2018 The UK www . theiabm . org Venue to be announced
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June 18 - 20 CONNECTECHASIA2019
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16
NEWS & VIEWS
September 2018
Life beyond Netflix: Specialist
OTT services find its niche
Once upon a time, there was
pay-TV
In July this year, a report by Ofcom
declared there are now more UK
subscribers to streaming services
than to traditional pay-TV. Unsur-
prisingly, Netflix leads the way in
the field of OTT services, with an
estimated 9.1 million UK subscrib-
ers. Its UK platform currently offers
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