New whitepaper in partnership with SymphonyAI Media addresses current state of video streaming market and need for advanced content insights
A new Parks Associates whitepaper, Optimizing Video, Enhancing Content Performance for OTT Success, reports that nearly half of OTT subscribers hop between services, outside of Netflix, multiple times over a 12-month period. The whitepaper, released in partnership with SymphonyAI Media, examines the current state of the competitive streaming video market and the benefits of implementing data-driven solutions able to handle today's complex revenue models.
“Consumers are experimenting across new services, so content sellers and streaming services must ensure that relevant, engaging content is presented to subscribers,” said Thomas Schaeffer, Sr. Contributing Analyst, Parks Associates. “The lack of insight into content performance is a major hindrance to monetization, and the ability to get that insight has implications for an offering's bottom line.”
“The rapid adoption of hybrid ad-supported and subscription revenue streams forces media organizations to reconcile complex data sources, formats, and requirements,” said Mark Moeder, CEO of SymphonyAI Media. “Deriving insight from this new data ecosystem gives content sellers and service providers clarity around the value of the content they seek to monetize.”
The whitepaper also reports 48% of subscribers cited content or a specific program as the primary motivation to subscribe to a new service. Content performance data is an increasingly valuable asset as media organizations must continuously assess, demonstrate, and predict the value of a service’s catalog within the licensing ecosystem. Data-driven solutions that can measure and predict the profit generated by a specific asset, series, or partnership enable media organizations to optimize pricing terms for both direct-to-consumer and licensed distribution, align offerings with specific audience interests, and optimize revenue models.
“Considering the dynamic nature of the media and entertainment industry, content analytics solutions are essential for content sellers and streaming services to optimally monetize content in a complex revenue ecosystem,” said Jennifer Kent, VP, Research, Parks Associates.
This whitepaper is available for download. Parks Associates is hosting Future of Video this week, in LA at the Marina Del Ray Marriot, sharing research and insights on the changing video and digital media markets.
About Parks Associates
Parks Associates is a global research, consulting, and marketing firm with 40 years of experience delivering proprietary consumer data and industry insights for businesses. The firm produces market research reports, forecasts, surveys, and competitive business intelligence on connected consumer, small business, and commercial technologies and related business solutions. A woman-owned and woman-led company, Parks Associates is a trusted partner and advisor to executives, providing custom research, strategic consulting, and forward-looking analysis across smart home, small business, and commercial markets, including security, broadband, entertainment, energy, multifamily, smart buildings, connected health, and emerging AI-driven technologies.
Parks Associates supports industry growth through proprietary research, consulting, and executive networking and convenes thousands of leaders each year through its flagship conferences, including CONNECTIONS™, Connected Health Summit, Smart Energy Summit, Smart Spaces, and Future of Video. Learn more at https://www.parksassociates.com.
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