Streaming Media and Unisphere Re- search often engage mycompany, Tran- sitions, Inc., to assist with surveying the streaming industry about a variety of challenges and opportunities. Jointly, the
Streaming-Transitions-Unisphere team has
done about a dozen surveys over the past 2
years, ranging from over-the-top (OTT) to security to webcasting.
Surprisingly, one of the most challenging
surveys centered on a topic that almost everyone in the streaming industry is intimately familiar with: monetization.
Having assisted in the creation and analysis of almost 50 surveys and test results in the
last 20 years, including a number of bespoke
surveys and test methodologies for key industry companies, I was surprised at the difficulty
we had getting potential survey respondents
to engage in a conversation around the idea of
Those who did, though, offered comments
that sum up some of the challenges in deciding
between the Big 3 forms of monetization: advertising, subscription, and transactional.
The video on demand (VOD) versions of the
Big 3 are dubbed AVOD, SVOD, and TVOD, re-
spectively. A few comments were added by those
who offer live OTT services, but the vast majority
of comments centered on VOD services.
In Their Own Words
If you’re looking for traditional statistics
around OTT VOD monetization, stop reading.
We’re not revealing the findings of the survey
in this article, although that information will
be available in a formal report by the time you
read this article in Streaming Media magazine.
Instead, we’re offering a sample set of gut-level responses from a variety of survey respondents. Some are single sentences and others are paragraph-length quotes, but all are as
close to the original as we can make them.
One word of caution about these quotes. The
surveys hosted by Streaming Media are designed with anonymity in mind, in an attempt
to gather honest and accurate assessments of
the state of the industry. In other words, even if
we wanted to, we have no way to identify and
verify particular anonymous responses, unless a respondent opts to self-identify to join a
prize drawing offered as thanks for completing the survey.
That said, the rest of this article will focus on
a variety of monetization topics, in the words
of survey respondents.
By Tim Siglin
Do You AVOD, SVOD, or TVOD?
Streaming Media readers discuss monetization options
in their own words.