Consumer data from Parks Associates reveals that 39% of OTT viewers access video services based on specific content available. In partnership with Conviva, Parks Associates presented this data during the industry webinar “The Role of Content Discovery in OTT,” which explored content discovery strategies companies are using as a key differentiation factor in attracting new subscribers and keeping users engaged.
“Content is key to OTT success, and the path for consumers today to get to that content is the crucial search and discovery process. OTT players are successful when offering a premium, personalized user experience that allows subscribers to find and access relevant content based on their habits and preferences. A perceptive and intelligent content discovery strategy is a key differentiator in attracting and engaging subscribers over the long term,” said Paul Erickson, Senior Analyst at Parks Associates.
Parks Associates research found that three out of the top five factors that drive OTT service subscriptions involve content, and that the inability to find relevant content is a top reason for consumers leaving a service. In the webinar, industry experts discussed the top factors that influence content discovery for streaming, including the role of social interaction in the online video content access journey.
"With so many entertainment options at viewers' fingertips, it is more important than ever before for streaming publishers to understand how consumers discover content in order to win their engagement," commented Nick Cicero, VP of Strategy at Conviva.