It’s no secret that content can make or break the success of an OTT service. Viewers have more choices than ever before, so you can’t expect subscribers to stick around if you don’t offer the content they want to watch (or enough of it). Putting an OTT content strategy in place is important for every video service that hopes to see positive subscriber growth.
What is a content strategy?
It’s essentially focusing on the planning, creation, and delivery of your content, whether it’s video content for your service or copy for your website and marketing channels. It boils down to asking yourself what content you should be producing or buying for your video streaming service and why?
The goal is to offer sustainable, high-quality content that engages your viewers. The content you provide should ultimately inspire them to act, whether that’s to subscribe/purchase or return regularly to watch more.
Content strategy starting points
Here are a few things to consider before you begin outlining your OTT content strategy:
- Define your end goal: How can an OTT content strategy improve your streaming service? Before you begin mapping out, figure out what you want to achieve. Do you want to see an increase in subscriber numbers, for example? Reduce churn? Or, have it help inform your decisions around content acquisition or production? Knowing your end goal will help you devise a strategy that can meet it.
- Audit your content: Before you begin making plans to produce or purchase more content, review what you already have. What are your viewers watching? How long are they watching for? Are they engaging with content through other channels such as social? Understanding what content is already working and why will help you decide what you need more of or what needs to change.
- Strategy & Planning: Your OTT content strategy should always align with your communications and marketing strategies. Planning for content production/purchases is important but your timeline for release should be carefully considered. For example, some content may be topical and worth waiting to release until relevant. Regardless, you should always align new content releases with your marketing plans to boost its chances of discovery online.
- Maintain & Track: Continually review your content strategy throughout the year and be ready to adapt and make changes. Most importantly, keep reviewing your library and track what content is working. Global services should also consider location – some content may show low viewing numbers overall but could be particularly popular in some parts of the world.
For more guidance, check out our Top 5 Content Strategy Tips. You can also find out more about Magine Pro video streaming services, and in particular how we can help you build your own successful OTT service, here.
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A successful OTT service will actively engage customers with high-quality content, strong user experiences, and attractive pricing models. However, to scale and grow sustainably, services need to find new ways to stand out from the crowd. Competing for consumer time and wallet share isn’t easy, but you can boost your chances of success by ensuring you have a well-defined product, target audience, and marketing strategy in place before launch. That being said content is critical and the key to real long-term success for any OTT service.
Niche video services that appeal to particular interests and audiences are on the rise and provided they can offer original high-quality content, that’s not available everywhere, they are likely to see better user engagement levels and much lower churn.
We recently partnered with TV and movie producers to launch a new online video-on-demand service, PassionFlix. PassionFlix is home to a library of classic romantic content, as well as original movies and series that are based on best-selling romance novels and is designed to appeal to those actively interested in romance-themed content. Since launch, PassionFlix has seen considerable subscriber growth month-on-month, and with new titles released each week, viewers remain engaged and return regularly for more.
Here’s a sneak peek at the service itself:
Are you thinking of investing in a video streaming service for your content but want to know a little more about the tech involved? You’ve come to the right place. Content delivery networks are an important part of Magine Pro’s delivery architecture and in this post we’ll explain how they work and why they’re essential to an OTT service.
First and foremost, what is a CDN?
A content delivery network (CDN) is a system of servers designed to efficiently deliver content, such as music, images or video, to requesting clients anywhere in the world. To do this effectively, each server houses a copy of the original content, which it can then distribute to users within range. A large-scale CDN will have servers strategically positioned around the globe, enabling people thousands of miles away to access the same great content as quickly as local communities that live close to the original source (for instance a local TV broadcaster).
CDN’s help companies like us to scale up and deliver great content to underserved communities around the world. They also help to ensure a seamless user experience, as the content doesn’t have to travel as far to reach the viewer, so they’re guaranteed quick access, great performance, and minimal latency; all pretty important for us here at Magine Pro.
How do CDN’s work?
We send a continuous stream of video file pieces from our systems to requesting user devices, be it a phone, tablet or laptop, ensuring our users and our partner’s users can watch and enjoy content anytime, anywhere.
Before CDN providers, companies like Magine Pro would operate with only one server (with several big hard drives) and deliver video data over the internet to requesting user devices. However, one computer can only perform so well. Adding more servers to accommodate more users though is inefficient and costly and would require additional internet bandwidth. Buying more computers isn’t the solution. It doesn’t scale well nor does it perform well.
Enter the CDN provider. A content delivery network provider has lots of secure servers scattered across the country (or several countries for that matter) and allow their clients to put copies of their video data (or any kind of data) onto them. For Magine Pro this means that when a user starts watching a video stream, the data is sent from one of these servers instead of our own. Consequently, we’re able to scale up the number of users on our services and our partner’s, without having to worry about scaling out our own central storage servers. And as the CDN is in close proximity to the user, they get a seamless streaming experience.
CDN’s are integral to any OTT service looking to scale and deliver content seamlessly to audiences around the world. If you keen to find out more about CDN’s and how they enable Magine Pro to deliver great content globally, check out our case studies or get in touch!