[This article is written by Benjamin Pius (Publisher @ BMA) as part of the forthcoming OTT Content Streaming And Distribution Summit 2025 on 18 – 19 February 2025 in Cape Town, South Africa. Learn more about the event here]
It is no news that the OTT streaming market presents unique opportunities for broadcasters and telcos, particularly in Africa – and I believe that with the right operational models, these organisations can leverage their reach and resources to succeed.
Here are some pointers and ideas on how to ensure market readiness:
- Leverage Existing Infrastructure: Broadcasters and telcos already have extensive reach and resources, including databases, distribution networks, and brand recognition. Use these assets to promote and scale your OTT services effectively.
- Understand Audience Preferences: Conduct regular market research to identify the preferences of your audience. Tailor your offerings to regional tastes, including localised content and services accessible across multiple devices.
- Focus on Cost-Effective Deployment: Launching an OTT streaming service doesn’t require overhauling existing systems. Start with a lean model, integrating OTT functionality into your current infrastructure to save costs.
- Invest in Training and Development: Equip your team with the skills required for OTT service management. From digital marketing to platform optimisation, staff should be trained to handle the nuances of OTT streaming operations.
- Partnerships and Collaborations: Collaborate with tech providers, content creators, and competitors to share resources, expand content libraries, and reduce costs. Joint ventures can also help smaller players compete against global giants.
- Maximise Data Utilisation: Use data analytics to gain insights into user behaviour and preferences. This helps optimise user experience, refine content offerings, and improve monetisation strategies.
- Prioritise Marketing Efforts: Use existing distribution channels and customer databases to promote your OTT platform. Implement targeted marketing campaigns to drive user adoption.
By focusing on operational efficiency and leveraging existing resources, broadcasters and telcos can establish a strong foothold in the OTT streaming market and enjoy a sustainable competitive advantage.
[This article is written by Benjamin Pius (Publisher @ BMA) as part of the forthcoming OTT Content Streaming And Distribution Summit 2024 on 18 – 19 February 2025 in Cape Town, South Africa. Learn more about the event here]
