Stop churn: Imperative to build a clear OTT roadmap or risk losing relevance to streaming giants

By Shaun Lim

In a moment of jest, we have probably said this to someone who is easily distracted and loses focus quickly, “You have the attention span of a goldfish”. Without doing a disservice to goldfish, this simple statement may be closer to the truth than we thought. According to a study by Microsoft in 2015, the average human attention span has decreased from 12 seconds in 2000 to just 8.25 seconds. The goldfish, in comparison, has an attention span of 9 seconds.

In the intervening years since Microsoft’s study, the barrage of information arising from technology overstimulation has exacerbated the problem, and heightened the challenge for broadcasters to engage with increasingly fickle audiences.

For a region as diverse as APAC, the challenges can be multi-fold, as the over-the-top (OTT) paradigm continues to evolve. Consumer preferences, increased competition, and technological advancements have, over the past few years, shaped the OTT landscape in APAC and will continue to do so in 2025, only with greater impact, predicted Wissam Sabbagh, CEO, Mangomolo.

He told APB+, “I see these trends strengthening, with evolving technology and more customer demands than we’ve ever seen before and artificial intelligence (AI) reshaping different workflows and providing a new dimension to personalisation and content distribution.”

This also means that traditional TV models are no longer sufficient to engage today’s digital-first audience, Sabbagh cautioned. 

Instead, broadcasters need to build a stronger OTT strategy that aligns with shifting patterns, and includes elements such as investments in content personalisation, seamless user experiences, and a robust multi-platform presence.

“Without a clear OTT roadmap, broadcasters risk losing relevance to global and regional streaming giants,” he added.

As Group CEO at Alpha Technology, Sabbagh founded Mangomolo in 2010 with the mission to disrupt the OTT video and broadcast space. A key goal for Mangomolo is to make it simple for the largest broadcasters through to niche content creators, to automate processes, grow their audiences, and monetise their content.

On the monetisation front, the surge of ad-supported models and Free Advertising Supported Television (FAST) is an important trend driven by factors like innovation in ad delivery and subscription fatigue, said Sabbagh.

He highlighted, “Broadcasters must capitalise on digital advertising innovations, like ad targeting, programmatic ad buying, and first-party data strategies. These will maximise monetisation opportunities and continue to deliver value to both advertisers and viewers.”

With more international players eyeing the lucrative APAC market, he also urged local broadcasters to differentiate themselves through hyper-local content, regional language offerings, and culturally relevant storytelling. 

“Partnering with global OTT platforms and leveraging AI for subtitling, for example, can help broadcasters scale their reach while maintaining local audience engagement.”

However,  this endeavour is not likely to ease this complexity anytime soon. While attention spans may be shortening, paradoxically, consumer demand for more content is arguably higher than ever before.

Overwhelmed by the sheer number of options, price sensitivity and subscription fatigue then set in to drive churn. Disney+, for example, reportedly lost 700,000 subscribers after a price hike in August 2024. While this may prove to be a negligible number in the grander scheme of things, it does signify that broadcasters have a real challenge on their hands to keep viewers on their platforms on a consistent, long-term basis.

Rather than competing directly with global streaming giants, broadcasters in APAC will be better served to focus on individual strengths to develop relationships built on trust and familiarity, recommended Sabbagh. 

“Local broadcasters can pick up on audience insights to create content that resonates culturally and emotionally with their core viewers,” he explained. “This is particularly important in APAC, with local audiences having specific preferences over other regions.”

Another advantage local broadcasters hold is brand equity. Decades of credibility in their markets have made them a trusted source of news, entertainment, and live events. This recognition, said Sabbagh, goes a long way in driving engagement and loyalty across digital platforms. 

Additionally, extensive archives of local content and strong partnerships with regional creators place these broadcasters in an advantageous position to offer exclusive, in-demand content that international players might not have. 

“Repurposing existing content for digital consumption, through FAST channels, advertising-based video-on-demand (AVoD) platforms, or even licensing to third-party streamers, can unlock new revenue streams.”

Critically, the key to success in streaming, Sabbagh offered, goes beyond just having more content.

“It’s about having the right content targeting your chosen audience segment, and the beauty about modern platforms is that they can provide you with real time insights that can help you drive smarter content acquisition and distribution decisions. 

“By focusing on their unique advantages, broadcasters can position themselves as indispensable players in the OTT ecosystem for each region. The key to long-term success lies in their agility, innovation, and an audience-first approach.”

Flexibility — key to building successful OTT strategies in Asia

With its vast disparities, including in wealth, connectivity, and content consumption habits, Asia’s OTT market continues to be in a state of flux.

Dismissing the efficacy of generic solutions in building a winning OTT strategy that complements existing linear services, Sabbagh encouraged broadcasters to focus on hybrid monetisation to cater to different audience segments effectively.

He elaborated, “In Asia, a flexible and hybrid monetisation model is key to catering to every audience. While premium content is suitable for subscription-based video-on-demand (SVoD) models, a large segment of the audience in emerging markets still prefers AVoD or FAST channels. 

“A mix of these models ensures broadcasters can reach both high-paying subscribers and price-sensitive viewers while maximising revenue. It’s not a one-size-fits-all approach; it is leveraging your data and AI to put the right monetisation model in front of the right audience from different segments, markets, and territories.”

To address cultural diversity, content also needs to be localised through language, themes, narratives, and viewing habits. By offering regional content, dubbing and subtitles to complement local storytelling, broadcasters can build stronger audience engagement. 

By leveraging strong brand presence, established audience relationships, and extensive content libraries, broadcasters can repurpose premium linear content for OTT platforms, driving digital engagement without excessive new content production costs.

With inconsistent internal infrastructure across Asia, broadcasters should also invest in adaptive streaming technologies and offline viewing options to reach consumers with lower connectivity. 

In essence, it is having the nous and readiness to adapt to the unique markets which they operate in.

“The key to a successful OTT strategy in Asia is flexibility,” declared Sabbagh. “This means adapting monetisation models, leveraging linear strengths, and catering to diverse audience needs. By embracing hybrid monetisation and local-first content strategies, broadcasters can create sustainable, scalable OTT offerings that complement their traditional services and thrive in an evolving media landscape.”

While compelling content is undoubtedly essential in retaining eyeballs, broadcasters are having to be increasingly creative in building a brand that resonates across differing audience profiles. Think of the hardcore Apple fan who refuses to deviate from the Apple brand, regardless of what competitors can offer, even in terms of pricing.

Acknowledging that content alone is not enough in today’s diverse media landscape, Sabbagh said, “Broadcasters need to think beyond programming and focus on brand-building and audience engagement. Retaining viewers requires a multi-faceted approach that taps into social media, interactive engagement, and data-driven strategies to create lasting viewer relationships.”

OTT also removes boundaries, as broadcasters are no longer limited to distributing to a predefined territory. They can expand their reach by targeting niche audiences on a global scale, potentially building a significant market and audience for their content.

To achieve this lofty goal, broadcasters need to recognise social media platforms as more than just marketing tools, added Sabbagh. Instead, they represent extensions of the viewing experience and support real-time interaction. 

Features like push notifications, in-app messaging, and live chats help broadcasters maintain an ongoing conversation with their audiences. For example, implementing personalised recommendations can create a sense of community and increase retention, said Sabbagh, who emphasised, “Understanding audience behaviour is so critical nowadays.”

Thankfully, help is readily available. Broadcasters today have access to myriad data analytics to track viewing habits, content preferences, and engagement trends. AI-driven personalisation is another tool to enhance engagement by offering tailored recommendations that keep audiences coming back.

Sabbagh concluded, “Broadcasters must now create an ecosystem where audiences feel heard, valued, and continuously entertained.

“They must embrace digital transformation, prioritise ad-driven revenue models, and leverage localisation to compete in an increasingly global OTT ecosystem. The key to success lies in agility, as well as building partnerships that drive sustainable growth.”