Research firm hosts inaugural Future of Video workshop and pre-show workshop OTT Market Disruption & Capturing Audiences
Research firm Parks Associates launches the inaugural Future of Video conference today with a pre-show research workshop OTT Market Disruption & Capturing Audiences, featuring speakers from Verizon, XUMO, Viacom, Twitch, LG Electronics, Google, AirTV, and more, at the Marina del Rey Marriott. The research firm will present new consumer research on connected entertainment and discuss strategies to engage consumers as more households add OTT services and modify traditional pay-TV services.
“Currently 13% of U.S. broadband households are cord cutters, 7% are cord shavers, and 4% are cord nevers,” said Elizabeth Parks, SVP, Parks Associates. “Personalized online services, OTT offerings, and original content all represent new ways to connect with these and other viewers. At our pre-show workshop and the Future of Video conference, leading industry executives will join us to discuss viewing trends and new solutions that are resonating with today’s consumers.”
Parks Associates will host Future of Video: OTT, Pay TV, and Digital Media in Marina del Rey, California, on December 10-12. Onsite registration is available throughout the conference at the Marina del Rey Marriott, 4100 Admiralty Way.
- Julie DeTraglia, VP, Head of Research, Hulu
- Thomas Hughes, EVP - Worldwide TV & Digital Distribution, Lionsgate
- Sarah Lyons, VP of OTT Media Products, AT&T
- John Penney, EVP, Consumer Business Development & Strategic Partnerships, 20th Century Fox
- Warren Schlichting, Group President, Sling TV
Sponsors for Future of Video include MediaKind, TiVo, Swrve, Hallmark Movies Now, Massive, Vudu, NAGRA, Premion, and Penthera.
The conference will feature data and analyze several key trends in the connected entertainment markets:
The content industry is facing a much more dynamic and active consumer today than in the past.
Major cableco, OTT, and mobile service providers are working to provide high-quality customer service, retain subscribers, attract new customers, and provide bundled options by testing and incorporating new technology and distribution innovations as they emerge.
The shift to more premium services tiers, documented among Netflix subscribers, reflects trends across the industry. Consumers are willing to pay extra for the convenience of multiple streams.
The new market dynamic in video services encompasses all parts of an organization, from marketing through service delivery. The rise of direct-to-consumer services from content producers, new monetization models, and online pay-TV services is evidence of this change.
Consumer perception of a poor value proposition in pay TV remains the top trigger for changing, downgrading, or cancelling services. Most consumers consider each offering on its own merits, but OTT video services have influenced what consumers consider to be a ‘good’ value.
OTT Market Disruption & Capturing Audiences, thepre-show workshop for Future of Video, will address the impact of disruption from digital distribution of content, how it will reshape video’s future, and how companies can best prepare.
Future of Video will provide insights on viewer behaviors and preferences and the challenges for the video industry in meeting the expectations of today’s connected consumers. Sessions will highlight in-depth consumer and industry research on OTT services, the value of content, technology innovations, and best strategies for building successful video services.
About Future of Video: OTT, Pay TV, and Digital Media
Future of Video brings together senior leaders to share insights on new trends in the video and connected entertainment industries, with insights on consumer adoption, churn, and spending. The event provides insight into successful OTT strategy deployments, challenges for pay-TV providers, the role of connected CE in the growth of video viewing, new content formats, and the overall impact to the video market. www.futureofvideo.us