Kelly Scott Madison

The Crossover Continues



New streaming options and market convergence have created an even more complex landscape 

Traditional TV is winning the multi-platform race and the burgeoning over-the-top (OTT) landscape is a testament to its victory. It is estimated that there are currently more than 75 stand-alone OTT options on the market today, offering an ever broader array of online video tothe consumer. And in a fascinating twist of events, the majority of this market growth is coming from thetraditional TV and cable arena… At least when referring to content.

It seems the networks have finally acknowledged that viewers want online, anytime viewing choices and it was the appeal of high profits that got them there. Through increasing demand for their content, they mean to control the audience no matter whether it resides online or offline via traditional channels.Networks will ultimately be the big winners, commanding premium prices for multi-platform viewership of their current content as well as their vast libraries of historical programming hits. But OTT still has a long way to go before the consumer enjoys a seamless and convenient viewing experience.

Recent estimates from eMarketer say the average person’s weekly time spent with OTT TV will near 19 hours in 2020. This means that the majority of people will be spending roughly 11.3 percent of their waking hours each week viewing online TV (in lieu of live or syndicated programming through a pay-TV operator). That represents enormous growth compared to current numbers, but still doesn’t live up to the hype of the “traditional TV is dead” mantra.

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