Comments
elizabethv
7/23/2016 9:49:48 AM
User Rank Platinum
Only so much
This makes a lot of sense. There is only so much original content to go around different OTT providers. Unless they want to try to create their own original content, which comes with its own set of problems, cost, advertising to get people interested in actually watching the content. At some point, your service might be offering repeat content that can be found elsewhere, potentially at a lower cost. It could potentially be offered with content that is preferable to the rest of your content. People are only going to pay for so many OTT providers before they feel they have enough content at their disposal. Even just one show is likely not enough to lure people to add your service at some point. With rare exception, of course.
clrmoney
7/23/2016 10:36:05 AM
User Rank Platinum
Watchever Demise
I think I will be a challenge for OTT to come up with something different to get Watchever out of trouble like better amrketing that can be a start somewhere.
faryl
7/23/2016 10:06:06 PM
User Rank Platinum
Re: Only so much
I agree.
I think convenience and habit also play into things - once people are used to using a certain service, they continue using it unless there's a good incentive to change.
How convenient/user-friendly the carrier makes their content accessible influences use as well.
JohnBarnes
7/24/2016 4:31:32 PM
User Rank Platinum
Consult the obits
Adi's last piece of advice is excellent. There is some "natural" (i.e. unimpeded market) number of OTT providers, and the market is working rapidly to find it -- and it is pretty clear that number is not far above one. It will be a great deal for the 1, 2, or 3 "baby spiders" that survive ... but everyone else is just getting eaten.
Ariella
7/25/2016 9:31:43 AM
User Rank Author
Re: Consult the obits
@JohnBarnes is the only way to discover which one will survive by getting out there and trying to compete? Or do you think it is possible to predict in advance?
JohnBarnes
7/25/2016 2:33:42 PM
User Rank Platinum
Re: Consult the obits
Ariella,
Well, there are 2 contradictory bits of wisdom about predicting the eventual results of a competitive shakeout: on the one hand, "the race is not always to the swift nor the battle to the strong, but that is the way to bet", but OTOH "whether you have the best or the worst players ever, the number of winners in a game of musical chairs will always be the same." Or in short, it's possible to guess with better than random success but not necessarily meaningfully better.
Ariella
7/25/2016 2:34:32 PM
User Rank Author
Re: Consult the obits
@JohnBarnes I see, thanks for the thorough explanation.
dcawrey
7/25/2016 3:31:01 PM
User Rank Platinum
Re: Only so much
Given the marketplace today for streaming services, I have to say I am surprised that something like Watchever wasn't able to survive. People want to have OTT options, but the European market is obvously quite different.
Adi
7/26/2016 4:38:41 AM
User Rank Author
Re: Only so much
@dcawrey - I think it's just the level of competition - 38 different OTT services. But that's partly why I wrote the article, because this wasn't some fly-by-night outfit, it had funding, support, expertise and decent content. But with just 3% of the German OTT market and losses mounting rapidly, I think Vivendi just had enough. Plus, I think their plan to launch a pan-European, multilingual service might still be in the wings.
Adi
7/26/2016 4:43:09 AM
User Rank Author
Re: Only so much
@faryl - good point. That's the traditional "first mover" advantage, that caters to user sloth. I think Netflix has grabbed that, with a global brand and rapid roll out. It will be difficult to dislodge it. At the same time there are complaints about its library - there's a lot of commentary about how users exhaust the library and then there isn't much to see. Probably less true in the US where they have more content, but in other parts of the world someone with more local or localized content might draw users once they've cycled through Netflix.
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