A fragmented marketplace, divergent trading models and tension around data and pricing are limiting long-term growth in programmatic TV. Collaboration is key here.
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Half of viewers first go to linear TV when turning on their TV set, with another 8% going straight to BVOD, according to The New Life of the Living Room by RTL AdAlliance.
Broadpeak’s business development VP discusses how it can help attract a larger pool of advertisers that currently spend with platforms such as YouTube and Meta.
The conference highlighted how three key segments of the TV industry are adapting to “life after” and quickly building a new story for themselves.
Industry leaders have been reviewing the road to profit for SVODs and their advice spans sharp marketing and hard bundles to co-windowing and more immersive video.
Ad-funded content on platforms doesn’t work because there are too few platforms and the rents are too high. As media fragments and production businesses suffer, creators must diversify to survive.
Katherine Wen argues that the right pay-TV operating system is critical to growth, as international operators target new customer segments including streaming-first, broadband-only and SVOD-loving consumers.
Ampere Analysis has been crunching the numbers to see if subscription streamer bundling improves lifetime customer value. Bundling with the right partners enables mutual upsells, and a lower churn rate can have a positive overall effect.
The earliest that DTT will be retired is 2034. Given the risks involved, the industry and consumers need clarity over its future. Decisions need to be taken and plans put in place to ensure no-one is left behind.
Pay-TV operators can take super-aggregation to the next level with bundles that include discounts for popular streamers — and that could even mean free apps. Subscriptions management is another value-add.