Content integration and the fight to get subscribers attention in the OTT market

During the first day at Nextv CEO Latin America, leading conference organized by Dataxis, which took place last November 5th and 6th at the Biltmore Hotel in Coral Gables, Miami, Jesus Luzardo, VP & Head of Global Growth at Vindicia, starred in a one-on-one session called  ‘The War on Content Distribution, is the consumer in mind’?, where he gave his point of view on the current OTT market offer and emphasized the need to offer integrated content.

‘There is a fragmentation in digital life. There are more and more competitive offers to offer a certain media or entertainment service, competing for the consumer attention’, said the executive. ‘We have Disney +, HBO Max, the Apple platform (Apple TV +) that of Amazon (Amazon Prime Video)’, he exemplified, and described the OTT offers mentioned as ‘alternative offers to which the consumer is faced, and, at some point, will have to define himself’.

Going on with his analysis of the current OTT market, Luzardo explained that ‘from a survey it appears that between 70% and 75% of consumers would prefer to have a supplier offering a ‘set’, simplifying their decision. Curiously, consumers with four or more services were the most disappointed’. 

‘Those who offer the most ‘bonded’ and relevant combination for the consumer will be those with the greatest chances of success’, said the executive. ‘Clients subscribe to the one who provides the best experience. Amdocs Media offers to be able to assemble this process and offer it to the consumer, creating a marketplace where suppliers are integrated and agile bonding can be done, with unique digital identity management, accessing services that are integrated’, he concluded.