As well as being a nice spot to spend a couple of days, the NexTV Summit never fails to deliver insightful and engaging discussion and a great snapshot of current market trends.
Unsurprisingly this year the agenda is packed full of discussions around how pay TV operators can transform the video experience for their consumers and deliver their own OTT services. The OTT providers have really taken the Latin American market by storm and introduced some fierce competition. Netflix has been slated to lead the pack for some time yet. However, over recent months we have really seen the incumbent providers fighting back, delivering their own OTT offerings, with the added advantage of localised content.
That said, many pay TV operators are yet to join the fray and are looking for ways to launch OTT offerings, delivering something engaging and compelling for consumers, all whilst monetizing those services effectively. One of the biggest barriers for pay TV operators, both in Latin America and globally, has been the less-than-flexible development environments of set-top-boxes. Many pay TV operators have felt unable to innovate quickly enough at the User Interface level.
The launch of Google’s Android TV Operator Tier is set to change all that, giving pay TV operators a new platform which enables them to change the user interference on the set-top-box and business models. Pay TV operators can now personalize the platform, prioritize their content over third party content, and launch fully-customized user interfaces for Android TV. Essentially, it put those pay TV operators on the same footing as the pure OTT providers with all the added bonuses that come with being a local operator: local content, existing consumer relationships etc.
The next step for these operators will be to innovate to drive further engagement. As competition becomes even more fierce, the provider that can give consumers that something extra will more likely retain viewers. New technology, such as Virtual Reality and even Augmented Reality, is much more accessible than ever and presents some interesting use cases, in particular for certain types of content. Live sports lend themselves especially well to these types of technology, enabling viewers to feel as if they are at the match, see different angles, or interact with other information, such as player statistics.
One thing is clear, the Latin American consumer has more content choices than ever before and that is set to continue at a great pace over the coming months.
If you want to learn how to launch engaging OTT apps on an Android set-top-box or deliver innovative and engaging services using VR,AR, or even voice control, then get in touch to meet us at NexTV Summit.