Feeln, a subscription video streaming service from Hallmark Cards, has partnered with Ooyala and is now streaming a diverse content library including original series, to Amazon streaming devices and select Fire tablets.
Ooyala is providing analytics and insights through Ooyala IQ, its analytics platform, allowing Feeln to make better decisions about current distribution strategy as well as future content-licensing or production decisions.
“We set out at the beginning of this year to not only expand Feeln’s distribution to more devices, but to also create an all-new and distinct user experience catered to our unique audience base,” said Harry Lang, director of product at Feeln. “Ooyala’s publishing platform has been a key factor in Feeln’s ability to scale up and deliver the best possible streaming experience across all devices to our growing customer base.”
Research analyst MTM forecasts that premium OTT revenues will grow from $4 billion in 2014 to between $812 billion by 2018. Further, that niche OTT subscription services will take 35 per cent of the market share away from mainstream OTT providers by 2018.
This will be driven as the adoption for OTT SVoD services increases, more content options become available on the market and, in particular, niche content providers expand their offerings for their existing customer base.
“Feeln is an exemplary example of a well positioned, very strategic OTT offering on the market,” said Caitlin Spaan (pictured), senior vice president of marketing, Ooyala. “They are laser focused on who their audience is, know what they want to watch and how they want to watch it. Where major streaming services like Netflix are required to make content decisions based on the interests of the masses, Feeln can hand pick content to match what their audience loves, is willing to pay for and at a price-point that makes them successful.”
