How to Position and Monetize a New OTT Service
Learn more about OTT monetization at 流媒体东部.
Read the complete transcript of this clip:
Nadine Krefetz: If you were going to create another business today--we're going to create an imaginary business since it's not yours--how would you start the business? 你会关注什么?
克里斯·耶茨: That's a good question, in that you can't just do focus on one and not the other. You need to have great content, need to have a phenomenal user experience. If you can get a customer to either download your app or come to your service they actually find something you want to watch and they enjoy it and they come back again. 所以你需要很棒的内容. A great user experience marketing is fundamental. With Redbox, we have 40 million people who use Redbox every year in the U.S., So we have a really, really nice platform from which to build services around. 如果你没有这个, 这可能会很棘手, but we're fortunate enough to have a really loyal fan fan base or customer base that come to us for a variety of things.
The one thing that I would add though, 这经常被忽略, but is in some ways more important than any of them, 是分布. You need to be on all the major devices, 或者尽可能的多, 内部原因, obviously looking at your technology and resource constraints. 因为坦率地说, 如果你不在Roku的话, with its 53 million or so accounts, you're missing out on a massive chunk of the market. So, great content and great marketing and a phenomenal experience are really important, but you've got to get it in front of a customer's eyes. And that means being on smart TVs and set-top boxes as well as obviously your traditional mobile and web. For us, it's all about the 10-foot experience and those smart devices.
Nadine Krefetz: 好吧. And what about the rest of you in terms of the smart TV and the distribution? I hear what Chris is saying about having to be on everything and needing to be able to support everything. But if your imaginary business can't do everything, what's the best strategy for you, if you're going to run the business? 吉恩，你会怎么做?
基因Pao: Well, if I had my pick, it would be all of the top popular platforms. Smart TV was an area--honestly, I was surprised in terms of how well they are doing. 但是如果你仔细想想, 这就像, it shouldn't be surprising because it's so easy that you can get a TV and out of the box connected to the internet, and then you have access to all this content. 你不需要买棒子. You don't have to plug in a set-top box or anything like that. Outside of that, it's, it's the big platform. So Roku, Amazon Fire, Android, and Apple TV. And I think if you were to just stop there, you'd probably get 80 to 90% of the market right there.
Nadine Krefetz: 好的，非常好. Damian, what were you going to say?
Damian Pellicione: You eally have to separate third-party as well as direct-to-consumer, right? So direct-to-consumer being that you're managing and you're operating that whole user experience and you own, or at least have the most access of ownership to the tech stack, but then playing out on FAST and AVOD with services like Frequency and Amagi and Xumo to be able to reach the greatest possible audience, which--like they were saying before--Samsung and Roku channel being such a big beast in the market. Revry exists on over 50 platforms, only five of which are owned and operated by us, 我们直接面向消费者. Those 45 are essentially the places where we're getting the most point of discovery, and monetizing at a much higher field, because we don't yet have the Disney or the Redbox marketing dollars to get in there. 但最终我们会到达那里.
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