Time was, the future of OTT (over-the-top) was understood as the ability for users to watch whatever they wanted, only what they wanted, whenever and on whatever device they wanted. Oh, and the viewing would mostly be free or much cheaper than cable bundles and feature fewer or no annoying ads. This idea was born of technology visionaries who weren't really thinking through user behaviors, let alone realistic business models. The fact is, audiences are accustomed to having access to a lot of quality video and live TV. They used to get that from traditional cable bundles, but those have become perceived as too expensive, weak on VOD or as forcing consumers to pay for channels they rarely watched -- with "too many ads!" So, "more for less" sounded good, but maybe it was too good to be true. Now, reality is starting to sink in.
Enjoying This Commentary? There's More to Love
Subscribe to MediaVillage to receive email alerts featuring the latest content on advertising, media/TV, and marketing strategies and trends, including exclusive The Myers Report research findings.