Monetisation Strategies in the OTT Landscape

No conference is truly complete without addressing monetisation. The BroadcastPro Summit featured a prominent discussion on OTT strategies, focusing on content localisation, partnerships, user engagement, and the merging of e-commerce with entertainment. Here are the key insights.

Revenue Streams and Customer Engagement

 

In the expanding OTT market, content providers are innovating and investing in strategies that ensure sustainable revenue and foster long-term customer loyalty. With rising expenditures on streaming services, both local and global platforms are leveraging data to identify profitable opportunities for customer retention.

Expert Panel Insights

 

The expert panel, moderated by Raghida Abou-Fadel, Chief Commercial Officer of Noor Play, included industry leaders such as Hugues Jedele from beIN Media Group, Ramon Bello from Ooredoo Qatar, Dr. William Page from 1001, and Zahra Zayat from evision | e&life. They discussed how businesses are moving away from reliance on government support and are instead investing capital to enhance market share.

Acquisitions and E-Commerce Integration

 

As monetisation becomes increasingly complex, Abou-Fadel sought to understand how acquisitions can rejuvenate revenue streams and the benefits telecom companies gain from merging with e-commerce platforms. e&life’s acquisition of Careem SuperApp exemplifies this strategy, aiming to enhance consumer digital offerings.

Enhancing Customer Experience

 

Zahra Zayat emphasized that companies are competing for consumer attention across various aspects of life, from transportation to entertainment. The integration of fintech apps like Wio Bank and e&money aims to create a seamless customer journey.

AI and Product Integration

 

evision is leveraging AI tools to enhance monetisation strategies by allowing viewers to scan products featured in shows, creating a ‘lookalike’ feature that connects with multiple e-commerce platforms. This initiative aims to transform the retail experience and foster customer loyalty.

Data-Driven Monetisation Opportunities

 

Understanding data is crucial for unlocking various monetisation avenues. Ramon Bello noted that while robust content is essential for viewership, enriching digital lifestyles is equally important from a telecom perspective.

Content Bundling and Customer Retention

 

Ooredoo Qatar has adopted a super aggregator model, bundling content from diverse sources to enhance customer retention and lifetime value. By offering bundled services, they have successfully maximized value and reduced churn.

Strategic Partnerships and Content Exclusivity

 

While exploring content exclusivity, Ooredoo has focused on partnerships rather than competition with major media providers. This collaborative approach aims to deliver comprehensive entertainment solutions to customers.

Sports Content as a Monetisation Tool

 

beIN Media Group has integrated entertainment into its sports offerings, recognizing the unique engagement sports can generate. However, sports marketing presents challenges, including the need for constant content refreshment and maintaining relationships with various leagues.

Regional Market Dynamics

 

In regions like Iraq, where piracy is rampant, companies are advocating for legislative measures to combat illegal streaming. Dr. William Page highlighted the importance of collaboration among platforms to navigate these challenges effectively.

Future of OTT Services

 

The future of OTT services lies in integrating data to enhance interactivity and customer value. This ‘platformisation’ aims to create a digital hub where entertainment, e-commerce, and other services converge, providing a seamless customer experience.

Data Utilization and Customer Segmentation

 

Utilizing customer data effectively is essential for driving engagement and profitability. By segmenting audiences and tailoring content offerings, companies can enhance user experiences and foster loyalty.

Conclusion

 

As the OTT landscape evolves, businesses must remain flexible and open to experimenting with various monetisation models. The key to success lies in leveraging partnerships and data to create value for customers while navigating the complexities of the market.

 

Person

Raghida Abou-Fadel, Hugues Jedele, Ramon Bello, Dr William Page, Zahra Zayat

Company Names

Noor Play, beIN Media Group, Ooredoo Qatar, evision | e&life, Careem SuperApp, Trendyol, 1001, TOD, StarzPlay, OSN, Rotana

Titles

2022 World Cup

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