With mobile devices tailgating laptops as “the most watched on device” and video content taking over most of the web, the matter of mobility and access to an online video service without any internet is an aspect that users start to take into account when choosing an online video provider or renewing their subscription. Online media services’ reach is limited to where there is an Internet connection. Online video services’ full reliance on connected areas is the greatest weakness OTTs have against more traditional formats such as blu-rays or standard VODs.
FIRST SPOTTED IN THE MUSIC INDUSTRY, NOW NETFLIX, AMAZON, AND YOUTUBE RED OFFER OFFLINE PLAYBACK
The issue of online media content being available was first spotted in the music industry where music streaming services needed to make their offering available anywhere as music on mobile devices is intended to be listened to on the go. By making this possible, music streaming services are now the most popular form of listening to music. Granting users to take your offered content on the go is becoming a trend since the big players in the market such as Netflix, Amazon and Youtube Red have made this feature available to their users.
A BONUS EFFECT ON YOUR OFFERING
Allowing your users to download content from your streaming library is not losing control over it. Not only does it keep your users in your platform even when there is no connection but it also increases customer satisfaction. Offline playback is a desired feature that works as a bonus on your offering.
THE TOOL TO OPEN NEW MARKETS
Internet connections and pricey data plans have been historical constraints to market penetration of VOD services, excluding massive groups of a population from entertainment. This limits users from those areas in having good access to online video content with a decent quality of experience. By offering the possibility to download content, users with limited access to the internet can take advantage of the benefits offered by online video platforms and put aside physical formats. Such a simple addition to your value proposition can go a long way in new markets.
NO MORE BLIND SPOTS
Downloadable content also gives you more visibility on your entire service performance and customer behavior. As business intelligence is embedded within your player, it is still able to track and extract data when a user is watching offline content. Once the connection is re-established advanced BI would process and display the latest insights, thus guaranteeing online media providers with a real and constant point of view on their users. This gives you a real, reliable and uninterrupted perspective on the behavior of your users.
Just another thing to think about from us here at NPAW.
Joaquin De Miguel on August 30th 2017
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