16 NEWS & VIEWS

September 2018

Two decades ago , the idea of streaming video over the Internet is considered an “ out of the box ” approach compared to traditional cable and terrestrial networks . Today , over-the-top ( OTT ) video streaming is already a norm , driven by platforms such as Amazon Prime Video , Netflix and YouTube . Already packed with endless hours of entertainment content , these platforms nevertheless still constantly update their content library with new titles , keeping subscribers “ within the box ” by staying on that particular platform . While the OTT marketplace may appear to be mature , and dominated by a number of key players , MTM , a research and strategy firm , sheds lights on new opportunities for niche players to gain a foothold in the same space .

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Once upon a time , there was pay-TV

In July this year , a report by Ofcom declared there are now more UK subscribers to streaming services than to traditional pay-TV . Unsurprisingly , Netflix leads the way in the field of OTT services , with an estimated 9.1 million UK subscribers . Its UK platform currently offers 3,600 film titles , and has proposed a total of 700 original series by 2019 ; as viewers , we are spoilt for choice . One interesting challenge is whether the future of OTT lies with large-scale services or whether , as the sector matures , there will be a place in our hearts ( and wallets ) for small services too .

I stream , you stream , we all stream

We all know “ Content is King ” but after spending an average of 51 minutes a day scrolling through the 76,000 micro-genres of Netflix , would it not be grand to cut down your browsing and spend time on what you really care about ?

Well , that is exactly what specialised streaming services such as Marquee TV — “ a Netflix for the Arts ” — are looking to offer : delivering content to small but passionate audiences who share an interest or hobby .

Genrefication ?

Niche OTT services cater to a particular audience by curating a library of titles only related to a specific interest or genre . They rely on a sound understanding of their audiences , and use expertise rather than algorithms to provide high-quality , hand-picked content .

Some of the most popular specialised services include Crunchyroll — an East Asian anime provider with over one million paid subscribers — and also Passionflix , who offers a selection of classic , romance-themed content , including a ranking system to measure the ‘ love ’ factor of each film ; naughty , but niche .

Flexible and inexpensive pricing plans will also help specialist services compete . Earlier this week , one of the most highly anticipated OTT platforms , DC Universe , also announced more details ahead of their autumn launch . A glimpse of the pricing plans shows an option to pre-order a yearly subscription , with an additional three months at no extra cost .

In some instances , niche players are building online communities by tailoring their content to specific demographics . Hindi production company , Eros , for example , now

Niche OTT services cater to a particular audience by curating a library of titles only related to a specific interest or genre .

Since its expansion into streaming media in 2007 , Netflix has been one of the leading players in the OTT space with the vast amount of content it holds in its library , which ranges from variety programmes , TV series and even its originals series .

offers over 11,000 film titles and hosts more local content than Netflix and Amazon combined .

The silent majority

Former BBC producer , Navid Akhtar , is the founder of subscription video-on-demand ( SVoD ) service Alchemiya Media — a specialised OTT player created in 2015 “ for the silent majority : the 99.9 % of Muslims who lead peaceful , productive lives as citizens of the world ”. It responds to negative perceptions of the Muslim community , as a result of non-representative coverage in mainstream UK media . Over the past three years , the platform has gained over £ 115,000 ( US $ 146,248 ) in public crowdfunding , allowing a library expansion of 50 to 500 titles .

Another example of a com- munity-focused platform is Lebara Play — an OTT service that aims to bridge the content gap for migrant audiences across 39 European countries . Originally a telecoms provider , Lebara Play claims to understand the migrant experience by being the only multi-ethnic entertainment channel offering 13 different languages and flexible payment options .

While the mass-market OTT services — primarily Netflix — will continue to dominate the market in terms of subscribers , it looks like there will also be a place for niche services too . Especially , if they can , as the CEO of Crunchyroll put it , “ offer everything for someone , rather than something for everyone ”.

Visit www . mtmlondon . com to find out more .