A new data paradigm: As broadcast media companies go “over the top” (OTT) delivering content directly to digital subscribers over the Internet rather than through traditional cable providers their data needs to shift dramatically. They are in essence moving from a business-to-business (B2B) sales model to a direct-to-consumer (B2C) model, and that brings a new set of business realities that transform the type and amount of data they must capture and analyze.
This new data plays a crucial role, since it captures real-time audience reactions to content, which informs every part of the business. With this large volume of data available being created without controls or structure, broadcasters need to build a strategy around managing and collecting this information. There is an opportunity for companies to take this set of new data and use it to develop content that’s highly tailored to their target audiences.
Key data drivers that change in the shift to OTT:
- The number of transactions and purchasing decisions also increase exponentially
- A tremendous amount of data about consumer behavior before and after a transaction becomes available
- A relatively static business becomes a fluid and rapidly changing one
In this OrangePaper, you’ll learn about the impacted parts of the media broadcasting business as a result of the OTT:
- Data drivers impacted by shift to OTT
- Content Development
- Content Delivery
- OTT Marketing & Advertising
