We live in a time where there is an insatiable appetite for video. Ultra Short-form Content is taking over with Snap, Facebook, and Instagram stories. If your children were born in the last decade, then chances are they were introduced to Digital Video before they could talk. The takeaway for service providers is that the competition for eyeballs is fierce and it’s only going to get more intense over the next 5-10 years. Staying on top of these trends requires a micro-level understanding of how your audience is engaging with your content. It’s all possible with TV Apps.
TV is evolving in a big way. It’s everywhere. Yes, in our living rooms, but also in our pockets. TV means something different for the current generation than it did for us Gen Xers. It means watching what you want when you want to watch it. There are now hundreds of OTT Services launching TV apps that are personalized to best suit their audiences’ viewing patterns. TV at your fingertips, whenever you want it, and personalized for you? Sorry, there’s no going back.
There should be no more disputing the effect that OTT is having on the cable industry, an industry that was once impenetrable from outside competition and disruption. And the cord-cutting movement shows no signs of slowing down anytime soon.
So What Defines a TV App?
A TV app delivers content to a viewer over the internet and on one of a plethora of internet-connected devices, such as Roku, Apple TV, Amazon Fire TV, and Smart TVs. An app developed and deployed on any of these devices for the purpose of delivering video to a viewer is referred to as a TV app. Netflix, Amazon, and Hulu have deployed TV apps across a variety of internet-connected devices freeing us from pre-programmed content and enticing us to “cut the cord.” Whether or not you are a cord-cutter, TV apps are becoming the primary vehicle for viewing today’s most popular movies and TV shows. It’s important to note that “TV” is being de-coupled from the “Television” in our living rooms. TV is everywhere now.
OTT Services Are Data Driven
OTT, or over-the-top, services allow consumers to watch live and on-demand TV outside of traditional cable services. OTT services are delivered to consumers primarily through TV apps. These Apps enable media companies to deliver a much more personalized viewing experience. Also, providers can create detailed metrics for tracking user behavior over the aggregate. Are viewers browsing more than their watching? If so, maybe it’s time to reorganize the content. Is the user-interface intuitive enough for my target demographic? Without the proper analytics in place, providers will never know. Basic video analytics isn’t sufficient, and often, the platforms that are delivering the video aren’t able to capture the app-level analytical information that’s required to paint the complete picture.