The outlook for OTT is looking stronger than ever with a CAGR of 17.4% and an impressive projected revenue that is stipulated to rise to USD 245bn by 2028 (Future Market Insights, 2018). Hence, not only big media and telecommunication giants such as AT&T, Disney, Fox but also e-commerce retailer such as Flipkart (owned by Walmart) are pouring money to build own next-generation OTT platforms either to cash-in on the opportunity or to engage their users further.
Even though this booming industry has caused much disruption in the way media and entertainment are consumed, it’s evolution has not stopped. Technical advancements in video encoding, encryption and delivery methods to the changing business scenario centring on convergence and globalization, new technologies and business development push the continuous transformation of OTT.
Here, we look at some of the significant trends that will shape the OTT industry in 2019:
Officially announced back in 2015, with a backing of most technology behemoths, AV1 is no doubt a disruptor in the OTT industry. With a proven increased efficiency over the existing High-Efficiency Video Coding (HEVC) and VP9 codecs, it could potentially lead to realization not only in financial savings but also increased QoE.
Introduction of official support in Microsoft Windows (beta currently), Google Chrome and Mozilla Firefox, and with the stipulated release of supporting hardware chips later this year, AV1 is bound to gain much traction.
Ultra-low latency streaming
When it comes to online streaming it’s not just the video quality that matters, the latency translating to video start time impacts the viewership too. The effect of latency is quite high, as viewers start to abandon a video if it takes more than 2 seconds to load and every further second of delay adds 5.8% to the abandonment rate.
Providers can deal with this harrowing problem of latency by adopting the Common Media Application Format (CMAF). Although introduced in 2016 by MPEG and supported by many prominent organizations, CMAF can now help achieve ultra-low latency, for a high Quality of Experience (QoE), when paired with chunked encoding and chunked transfer encoding techniques.
Convergence through data
OTT Ad spending has reached a whopping $2bn in 2018 and providers are investing more and more in the correlation of viewership with consumer purchasing behaviour. The convergence of OTT with e-commerce, aided by advanced analytics and personalized ad-injection is opening up even more revenue models for providers. This also brings us to the next trend of personalization.
Personalizing for loyalty and revenue
Earning the loyalty for the new generation of cord-cutters and cord-nevers takes more than just great content, they expect tailored services based on their choices and preferences. Personalization isn’t just demanded from the content though, recommendations, subscription plans, metadata and even frontends have to be personalized to cater to the new era of subscribers.
Demand for high-quality content
All the technology and business trends, increased prominence of efficient encoding and delivery methods, capable user-end hardware are paving the way for the production and delivery of UHD 4K, 8K and HDR content. Providers are focusing more and more on the production of such content and as 4K HDR TVs are becoming common in households, the industry will see a great demand for it in 2019.
Evolving mobile media consumption
With video stipulated to be 78% of all mobile traffic by 2021, there is an ever-increasing need for higher bandwidth and technical capabilities. The next generation of cellular communication, 5G, is poised to solve this with the promise of low-latency and speeds up to 10Gbps.
And, with the telcos and broadcasters partnering up to leverage on 5G’s capabilities, the way the mobile users consume media content is going to evolve in 2019.
An innovative up to date OTT
Axinom, being a front-runner in building capable OTT platforms believes in keeping up with the market trends through continuous innovation. We enable our customers to deliver and grow globally with scalable and robust solutions for content ingestion, management, integration, protection and delivery.
To know more on how you can reach a global audience with your content, add revenue streams through OTT and keep up with the innovations in the OTT industry, meet us at the following shows and conferences around the world:
- Convergence India, 29-31 January 2019, Delhi, India
- Mobile World Congress, 25-28 February 2019, Hall 8.1 – Stand J51, Barcelona, Spain
- Streaming Forum, 26 February 2019, London, UK
- Embedded World, 26-28 February 2019, Nuremberg, Germany
To know more, get in touch.