The Role of Content Discovery in OTT

Thursday, October 14, 2021 | 10 am CT (11 am ET)

Conviva - Parks Associates free OTT research WebcastComplete the form on this page to register for this webinar.

Co-hosted by Conviva and
Parks Associates

39% of OTT viewers access services based on specific content available.

Searching for, discovering, and trialing video content are activities common to many of today’s OTT consumers. When asked about their main OTT habits, fifty percent of viewers rank browsing content offered on their online video services within their top three, and over one-fifth do so first.

With OTT demand at an all-time high, services are continually looking to differentiate their offerings with a broad range of original and exclusive content. However, in today’s ultra-competitive and churn-prone OTT market, this content-is-king approach to winning over subscribers is no longer sufficient. Services need to go beyond simply possessing an attractive content library—retaining new subscribers after they finish watching marquee content is an important challenge. Keeping subscribers engaged with content they want to watch – or more precisely, maximizing the speed and accuracy at which they can find relevant, personalized content – is key to subscriber satisfaction, churn reduction, and long-term retention.

The most successful players are finding ways to offer a premium, personalized user experience, allowing subscribers to find and access relevant content based on their habits and preferences. A perceptive and intelligent content discovery strategy has become a key differentiation factor in attracting new subscribers and keeping users engaged.

In this webinar, industry speakers discuss the top factors that influence content discovery for streaming, including the role of social interaction in the online video content access journey.


  • Consumer search and discovery habits and attitudes during COVID-19 crisis
  • Navigation and personalization as retention tools
  • Use of AI, voice, and other IoT features in content discovery strategies
  • New revenue opportunities in multi-tiered price points and hybrid distribution models
  • Multiplatform video viewing habits and new business models


Nick Cicero, VP, Strategy, Conviva

Moderator: Paul Erickson, Senior Analyst, Parks Associates


Nick Cicero Nick Cicero, VP, Strategy, Conviva

As CEO and founder of Delmondo, a social video analytics and audience insights software platform, Nick joined Conviva with its acquisition in 2018. Nick is focused on extending Conviva’s portfolio of video measurement capabilities with Social Insights, a comprehensive cross-platform social video intelligence product. In his 15 years in the industry, Nick has been at the forefront of numerous industry firsts including creating the first enterprise analytics solutions for Snapchat, Instagram Stories, and Facebook Live, and has worked with some of the world’s largest brands and publishers, including ABC News, Turner, Viacom, NASCAR, Red Bull, Universal Music Group, and TED.

Paul Erickson Paul Erickson, Director of Research, Parks Associates
Twitter ID: @PaulEricksonAV

With more than 20 years of technology industry experience and over 15 as an analyst, Paul Erickson’s coverage has spanned connected consumer electronics, pay & broadcast TV, digital & physical media, streaming devices and services, home and pro AV, smart home, user interface technologies, and digital rights management.

Prior to joining Parks Associates, Paul was an analyst for Omdia, IHS Markit, and NPD DisplaySearch. He has regularly attended, spoken, and/or moderated at industry events and tradeshows across the consumer, service provider, and pro AV technology landscape, such as CES, IFA, IBC, MWC, NAB, InfoComm, NAMM, and Integrated Systems Europe. Paul is also a several-time AVIXA Emerging Trends Fellow honoree.

Paul holds a BS in International Business from Georgetown University, an MBA in Marketing from the University of Texas at Austin, and can converse in English, Spanish, German, Mandarin Chinese, and Taiwanese.

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