OTT brands mix and match revenue models

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 03, 2021, 2:30 AM UTC

Applicaster’s “The State of OTT Revenue 2021” revealed 54% of OTT brands intend to change their business models to appeal to a broader audience.

OTT brands have intensified experimentations with multiple models as audiences are anticipating greater personalisation in viewing experiences and pricing options. With 84% of marketing executives expecting streaming to surge this year, nearly half of those are projecting more than 50% growth for Q2 2021, as per the report.

Currently used by two-thirds of participants, often with a monetisation mix, advertising is the most used revenue model. When it comes to expansion plans, 66% of OTT brands plan on launching apps on more platforms and 57% plan on creating more content for apps.

Further, two-thirds of OTT firms are adopting a hybrid monetisation strategy. Brands are getting creative in mixing and matching different revenue models, observes, Ido Hadari, CEO of Applicaster.

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