Ooyala, a global provider of video monetization technology and services, today published a new report, “The Lifecycle of Content: From Production to Monetization,” in collaboration with Futuresource Consulting, a specialist research and consulting firm for media and entertainment industries. The findings show content providers will seek integrated video solutions to minimize costs, streamline processes and provide growth opportunities at every step in the video lifecycle.
The research, which included input from both traditional and new media operators across multiple geographies, identifies common concerns and challenges due to the new era of TV and its digital transformation to over-the-top (OTT) delivery. All participants agree OTT is necessary to match audience demands and grow video businesses, however, it also cites new pressures on finance and resources. Primary challenges include:
- The integration of, and interoperability between, new and legacy infrastructure
- The need to produce more with limited or no increase in investment or ongoing spend
- The management and distribution of an ever-rising number of OTT video endpoints
- The lack of standardization and automation of metadata
- The underutilization of metadata to improve experiences, enable personalization and, subsequently, achieve greater monetization
Futuresource finds fully optimized integrated video solutions that connect disparate systems and workflows is essential to reduce the mounting pressure from OTT. Operators will seek greater efficiencies and economies of scale at every step in media operations—from production to distribution. Respondents are turning to automation for improved productivity across production workflows and metadata insertion. Further, greater data collection from OTT viewing will reduce risk in content investments, as acquisition and commissions are more tightly aligned to consumers’ viewing preferences.
“Due to the many hurdles to still overcome, most media and broadcast organizations are not yet fully realizing the potential of integrated video solutions and automation,” said Head of Broadcast Technology at Futuresource Consulting, Adam Cox. “The continued rise of multi-platform content delivery is placing ever greater pressures on operations. Therefore, a successful approach to absorbing initial investment and operating costs, in addition to seeking alternative monetization strategies, is imperative.”
“The report is indicative of the sheer complexity that content providers face in today's world of global audiences, global operations and global opportunities,” said Ooyala Co-founder and SVP of Products and Solutions, Belsasar Lepe. “Achieving greater productivity for our customers is top of mind so they can maximize their resources and revenue, without letting scale burden their operations."
The full report is available for download on Ooyala’s Resources page.
About Futuresource Consulting
Futuresource is a specialist research and knowledge-based consulting firm with a 30-year heritage, providing organizations with ongoing insight and forecasting into media & entertainment, broadcast equipment, education technology, consumer electronics, digital imaging, storage media and professional displays.
About Ooyala
A US-based subsidiary of global telecommunications and IT services company Telstra, Ooyala is a global provider of video monetization technology and services. Providing a set of Integrated Video Platform solutions, Ooyala’s comprehensive suite of offerings includes one of the world's largest premium video platforms, a leading ad serving and programmatic platform and media logistics solution that improves video production workflows. Built with superior analytics capabilities for advanced business intelligence, Ooyala's solutions help broadcasters, operators, media and production companies get content to market faster, build more engaging and personalized experiences across every screen, and maximize return for any video business.
Vudu, Star India, Sky Sports (U.K.), ITV Studios (U.K.), RTL Group (Germany), TV4 (Sweden), Mediaset (Spain), America Television (Peru), and Media Prima (Malaysia): these are just a few of the hundreds of broadcasters and media companies who choose Ooyala.
Headquartered in Silicon Valley, Ooyala has offices in Chennai, Cologne, Dallas, Guadalajara, London, Madrid, New York, Paris, Singapore, Stockholm, Sydney, Tokyo, and sales operations in many other countries across the globe. For more information, visit www.ooyala.com.
