Niche SvoD services may evolve into standalone apps, according to the latest research from Parrot Analytics and Mipcom.
The change would see apps distributed as part of larger OTT services.
Parrot’s ‘Who’s Winning in the World of the New Television?’ stated that by combing a niche SvoD service with a more popular OTT service such as Netflix or Amazon Instant Video, there is a higher chance that content will reach its target audience.
The study forecasts that current market trends will ‘eventually lead to a period of aggregation’. It states, ‘The OTT platforms with the biggest user base, serving the right content to the right audience, will win.”
Parrot went on to state that that linear and OTT platforms will only be able to keep up with global content demand if rights and licensing processes are significantly sped up to satisfy the need for ‘immediate access’.