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A Guide to OTT Growth Strategy in a Saturated Streaming Market

Bleuenn Le Goffic

VP Strategy & Business Development

February 1, 2024


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In the fiercely competitive landscape of OTT services, devising a robust growth and optimization strategy is paramount for success. With industry titans like Netflix, Hulu, and Amazon Prime Video dominating alongside newcomers such as Disney+ and Apple TV+, the market is not just crowded; it's a battleground for user attention and loyalty. In the light of this, a comprehensive OTT growth strategy becomes essential, encompassing everything from content curation to platform expansion and beyond. However, setting your OTT video service up for further growth will depend on a number of factors, such as your current market position, audience profile and longer-term business objectives. In this blog post, we will discuss a few different strategies for taking your OTT service to the next level in a saturated video streaming market. 

Geographical expansion for local OTT market leaders

If you've established a strong foothold in a local market but sense a plateau in growth potential, geographical expansion offers a promising avenue. However, venturing into new territories requires more than just dipping your toes into uncharted waters; it demands meticulous planning and comprehensive investigation of market conditions and outlook. Conducting a Potential Path Volume (PPV) analysis is a crucial first step in this journey. This analysis entails a deep dive into the potential audience sizes, preferences, and competitor presence in the new target region. By understanding the unique dynamics of the market in question, you can tailor your content and marketing strategies to effectively resonate with the local audience.

Moreover, leveraging social network geography analysis provides invaluable insights into the cultural nuances and content preferences of the targeted region. This nuanced understanding enables you to craft content that not only captivates but also deeply resonates with the audience, fostering stronger connections and brand loyalty. In addition to strategic analysis, piloting programs in new markets can provide real-world feedback and validation. By testing the waters with limited releases or pilot programs, you can gauge audience reception and iteratively refine your strategy based on actionable insights. This approach allows for agile adjustments, ensuring that your expansion efforts are both targeted and effective.

Ultimately, geographical expansion presents a significant growth opportunity for local market leaders. However, success in new territories hinges on a meticulous understanding of the target audience, thoughtful content localization, and agile adaptation based on real-time feedback.

Platform expansion for mobile and web-based streaming services

For OTT services that have found success on mobile and web platforms, expanding to TV presents an enticing opportunity to unlock new growth avenues. However, transitioning to TV distribution requires careful consideration and strategic planning to navigate the complexities of the medium effectively. One of the primary considerations in platform expansion is conducting a comprehensive cost-benefit analysis. This analysis involves evaluating the costs associated with developing for TV platforms against the potential increase in subscriber base and viewership. By understanding the potential return on investment (ROI), you can make informed decisions about resource allocation and prioritize platforms that offer the most significant growth potential.

Furthermore, selecting the right OTT platforms is crucial for success in TV distribution. Not all platforms are created equal, and aligning with those that cater to your catalog and audience is key. For instance, if your content caters to niche audiences, platforms like Roku or Apple TV might offer better engagement and conversion rates. In addition to platform selection, exploring strategic partnerships can facilitate smoother entry into the TV market. Partnering with Smart TV manufacturers to offer pre-installed app options or collaborating with content aggregators can reduce user acquisition costs and enhance accessibility, accelerating growth and market penetration.

Ultimately, platform expansion presents a compelling opportunity for mobile and web-based OTT services to broaden their reach and tap into new audiences. By conducting thorough cost-benefit analyses, selecting the right platforms, and exploring strategic partnerships, OTT services can capitalize on the immense potential of TV distribution to fuel sustainable growth and market leadership.

Channel expansion for direct acquisition-focused video services

For OTT services with a primary focus on direct customer acquisition channels like social media and digital advertising, diversifying methods becomes imperative for accelerating growth and reaching new audiences. Competitive analysis plays a pivotal role in channel expansion, offering valuable insights into market trends, competitor strategies, and emerging opportunities. By identifying what your competitors are doing right, you can refine your offerings and marketing strategies to stand out in a crowded marketplace effectively.

In addition to competitive analysis, exploring bundling options with complementary service providers presents an attractive opportunity to widen your audience reach without significant cost escalation. Collaborating with cable operators, telecommunication companies, or retail chains to bundle your service with their offerings can provide access to a broader audience base and drive subscriber growth.

Furthermore, venue partnerships offer another avenue for expanding your reach and acquiring new customers. By partnering with venues like hotels or airlines, where your OTT service can be positioned as an added value to their customers, you can tap into new audience segments and drive subscription conversions. Innovative social media strategies also play a crucial role in channel expansion. Diversifying your social media tactics beyond traditional advertising to include influencer collaborations, interactive content, and emerging platforms enables you to reach new audience segments and foster deeper engagement with your brand.

In conclusion, channel expansion offers a multifaceted approach for direct acquisition-focused OTT services to accelerate growth and reach new audiences. By leveraging competitive analysis, exploring bundling and venue partnerships, and embracing innovative social media strategies, OTT services can expand their reach, drive subscription growth, and solidify their position in an increasingly competitive market landscape.

Is it possible to keep growing in a saturated market?

Navigating the dynamic and highly competitive landscape of the OTT market demands strategic foresight, adaptability, and innovation. From geographical expansion to platform diversification and channel expansion, OTT services must embrace a multifaceted approach to drive sustainable growth and maintain market leadership. By conducting thorough market analyses, leveraging strategic partnerships, and embracing innovative marketing tactics, providers can capitalize on emerging opportunities, tap into new audience segments, and propel their expansion efforts forward. In this ever-evolving landscape, success hinges on the ability to anticipate market trends, respond to consumer preferences, and continually refine strategies to stay ahead of the curve. 

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