Will your video product delight customers?

Will your video product delight customers?

This past week, Hulu officially released the beta version of its live TV streaming product. It’s real, and it’s competitive. It enters the fray of many live TV streaming products that have either launched or have been announced, including Sony Playstation Vue, AT&T’s DirecTV Now, Dish’s Sling TV, Xfinity Instant TV, and YouTube TV. Each of these products offers compelling features at price points lower than traditional Pay TV (satellite, telcos such as Verizon, and cable companies such as Charter Spectrum)—with some like AT&T, Comcast and Dish even cannibalizing their own Pay TV revenues with live TV streaming products.

For these new forms of video offerings to successfully gain customer buy-in and subsequent profitability, they can’t offer everything at rock-bottom prices, at least not forever. Programming costs remain high, even when leveraged with long-standing agreements, and finding the right niche varies not only by platform, but by provider as well.

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What will the “winning” video streaming model look like?

Last month, YouTube TV rolled out its “streaming TV” service in five major US cities. Just before that, Comcast and Hulu announced their “streaming TV” services to join an increasingly crowded marketplace with industry heavyweights like AT&T (DirecTV Now), Dish (Sling TV) and Sony (PlayStation Vue). Despite the hype and the big brand names, success isn’t guaranteed for any of these services.

All of these new product offerings are essentially taking the traditional pay TV model that has been around for decades and making it available via the internet at a lower cost than their traditional TV counterparts. For the most part, reactions to these services have been mixed at best, which begs the question: Why aren’t these services knocking it out of the park?

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The Fight for Today’s Video Consumer: How to thrive in a rapidly evolving industry

Today’s Video Consumer

Editor’s Note: This is the first of a three-part series on understanding the streaming video consumer. Be sure to bookmark FreshMR so you don’t miss an issue!

It wasn’t long ago when consumers had three choices for video consumption: free TV (using antennas), paid cable TV, and, if going with cable, whether to add a movie channel like HBO. There was little competition, little innovation and very few choices. What a difference a few years makes!

Those simple days are almost unrecognizable in today’s chaotic, cluttered video world.  Sure, consumers can still view local broadcasts over-the-air, but the insatiable appetite for content has dramatically increased our options. Having so many options can be overwhelming to customers but also confusing to the telecommunications and entertainment companies that provide and deliver content.

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