Prior to Parks Associates’ 1st-annual Future of Video: O TT, Pay TV, and Digital Media conference, Nii Addy, Head of Marketing, Philo shared insights with the analyst team.

Nii will be participating on the Marketing and Merchandising of Video panel during the pre-conference workshop OTT Market Disruption & Capturing Audiences on Monday, December 10, at 4:30 PM. Panelists joining him on this session include:

Renato Bonomini, VP of Technical Services, ContentWise
Chad Ludwig, Head of Brand Marketing, Fandango
Jordan Mitchell, Video Producer, Senior Associate, Bateman Group
Seth Schachner, Managing Director, Strat Americas

What is the greatest challenge facing the video industry over the next three years?
-- Overcoming Fragmentation – too many different services going direct to consumer will create challenges for content makers and businesses to adapt quickly. A path to unbundling that only creates choice through certain aggregation hubs that will benefit from integration of cross app content discovery. This also makes monetization increasingly difficult for any one service
-- Honorable mention
-- Hosting/delivery costs and sorting out net neutrality in favor of consumers which will encourage continued innovation
-- AVOD proliferation through digital platforms competing with traditional models in viewership, but not necessarily monetization

What is driving growth in video entertainment today? How does that change over the next few years?
-- Continued creation of new price points, packages, and easier options for consumers
-- International will be the primary frontier over the next few years. Folks are dipping their toes in, but the Netflixs and Amazons of the world are finding most of their expansion there and we’re seeing even the traditional players get more serious about this.

What technology will have the biggest impact on your business in the next 18 months and why?
5g will create new competition and increase consumer access to video. Mobile and consumer product companies will move into the video space more aggressively.

What is the top growth opportunity for content producers over the next few years? What about for cable networks?
--International
-- AVOD Aggregators + D2C via individual SVOD

What will pay TV services look like in five years?
-- Re-aggregation with more choice around what the bundle is composed of through SVODs
-- Depends on antitrust decisions and partnerships/consolidation… a few mega services that facilitate integrated internet, video, mobile, home automation, etc.

For more information on the Future of Video, visit: www.fov2018.com.