Unified distribution strategies hold the key to meeting viewer demands
Content providers are increasingly shifting towards unified, platform-agnostic distribution to amplify both reach and monetisation, the 14th Amagi Global FAST report has revealed.
According to the report, the traditional boundaries between video services are blurring, with pay-TV services now offering free advertising supported television (FAST) channels, subscription video-on-demand (SVoD) platforms introducing ad-supported tiers, and FAST services blending linear channels with advertising-based video-on-demand (AVoD) content.
To be more agile, efficient, and profitable in addressing evolving consumer preferences, content providers are embracing unified distribution strategies that enable them to reduce costs instead of standing up as separate teams and infrastructure.
Describing a rapidly evolving media landscape where the old ways of distributing content in silos is obsolete, Srinivasan KA, Co-Founder & Chief Revenue Officer, Amagi, said, “Our latest report shows a significant trend: Viewers are flocking to free streaming services, but they’re getting frustrated with the fragmented experience of jumping between multiple platforms.
“This presents a clear opportunity in the market, as video services that can offer a seamless, integrated experience combining free, paid, and ad-supported models will stay on top.
“Content providers need to take a hard look at their distribution strategies, break down their silos, and unify operations. While unifying steaming operations will deliver efficiency, it’s ultimately about meeting the changing demands of today’s viewers.”
Other key findings from Amagi’s report include how 65% of consumers surveyed find the streaming landscape confusing, while 75% would spend more time on a video service offering free, paid, and ad-supported options.
Global Hours of Viewing (HOV) and ad impressions among Amagi’s FAST customers showed robust year-over-year growth of 95% and 65%, respectively, with the US and Canada leading channel growth with a 98% increase in HOV and 67% growth in ad impressions.
Both countries also accounted for half of new FAST channel launches.
Overall, entertainment remains the dominant content genre worldwide, growing over 100% despite its large base, while also accounting for 42% of new channel launches.
