[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]
Content is at the heart of any successful OTT streaming platform and services. A compelling library that resonates with diverse audiences ensures user engagement and retention.
Here is my take on how OTT Content Streaming providers can craft and implement an effective content strategy with an emphasis on exploring collaborative opportunities:
- Understand Your Audience: Use analytics tools to identify audience demographics, preferences, and behaviours. Tailor your content offerings to reflect these insights, ensuring relevance and engagement.
- Balance Local and International Content: A mix of localised and international content broadens your appeal. Invest in partnerships with regional creators for authenticity while licensing popular international titles to attract diverse viewers.
- Original Programming: Original content can be a game-changer for retaining loyal users. Start small by producing niche or experimental content that aligns with your audience’s interests.
- Collaborate with Content Publishers: Partnerships with content publishers can expand your content library without the high costs of producing everything in-house. Sharing content ensures variety while reducing individual production costs.
- Curate with Care: Use AI-driven tools to create curated playlists and personalised recommendations. This enhances the user experience, helping users discover new content they may not have considered.
- Monetise Content Effectively: Explore monetisation models like subscriptions, pay-per-view, or ad-supported tiers based on the type of content offered. Align pricing strategies with your target audience’s willingness to pay.
By focusing on audience understanding, strategic partnerships, and effective curation, OTT services providers in Africa can craft a robust content strategy that drives engagement and growth and establish services that will be sustainable and profitable.
[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]
