Content providers will need to seek integrated video solutions to minimize costs, streamline processes and provide growth opportunities at every step in the video life cycle.
That’s the key take away from a new report from video monetization technology and services provider Ooyala, produced in collaboration with U.K.-based Futuresource Consulting.
The report, “The Lifecycle of Content: From Production to Monetization,” identifies common concerns and challenges due to the new era of TV and the growth of over-the-top (OTT) delivery.
While all of the participants in the Ooyala/Futuresource research study agree that OTT is necessary to match audience demands and grow video businesses, pressures on finance and resources are a key concern.
The research included input from both traditional and new media operators, across the globe.
Among the primary challenges are:
- The integration of, and interoperability between, new and legacy infrastructure
- The need to produce more, with limited or no increase in investment or ongoing spend
- The management and distribution of an ever-rising number of OTT video endpoints
- The lack of standardization and automation of metadata
- The underutilization of metadata to improve experiences, enable personalization and, subsequently, achieve greater monetization
Futuresource finds fully optimized integrated video solutions that connect disparate systems and workflows is essential to reduce the mounting pressure from OTT. Operators will seek greater efficiencies and economies of scale at every step in media operations—from production to distribution. Respondents are turning to automation for improved productivity across production workflows and metadata insertion. Further, greater data collection from OTT viewing will reduce risk in content investments, as acquisition and commissions are more tightly aligned to consumers’ viewing preferences.
“Due to the many hurdles to still overcome, most media and broadcast organizations are not yet fully realizing the potential of integrated video solutions and automation,” said Adam Cox, Head of Broadcast Technology at Futuresource Consulting. “The continued rise of multi-platform content delivery is placing ever greater pressures on operations. Therefore, a successful approach to absorbing initial investment and operating costs, in addition to seeking alternative monetization strategies, is imperative.”
Ooyala co-founder and SVP/Products and Solutions Belsasar Lepe added, “The report is indicative of the sheer complexity that content providers face in today’s world of global audiences, global operations and global opportunities. Achieving greater productivity for our customers is top of mind so they can maximize their resources and revenue, without letting scale burden their operations.”
The full report is available for download on Ooyala’s Resources page.