Pay TV households may increase to one billion by 2018


NEW DELHI:  The growing pay TV subscriber market is set to drive further investment into the technology underpinning multi-screen and OTT TV services as the global multi-screen landscape continues to evolve.

Digital TV Research predicts that the number of households that subscribe to pay TV will reach almost one billion by 2018. 

Combined with the trend of consumers watching more long-form content on tablets and smartphones, this growth in pay TV customers will signal a further surge in multi-screen offerings as operators look to capitalise on demand, offering added value to keep and attract new subscribers.

With competition increasing in the online video market, operators are often trapped by the complexity and pressure of implementing a successful multi-screen strategy.

International entertainment broadcasting company Modern Times Group (MTG) recently reported a 25 per cent reduction in direct-to-home subscriptions; but increased subscriptions to their OTT services such as Viaplay more than compensated for this. With increasingly high consumer expectations of a quality user experience, new devices continually coming to market, evolving piracy threats and stringent content owner security requirements, many are still struggling to deliver a compelling, revenue-generating multi-screen experience.

However, operators can no longer afford to view multi-screen as a defensive play or an experiment. Multi-screen fundamentally changes the way consumers experience media, and an offensive strategy actually propels business forward and provides a compelling alternative to new market entrants and pirated content.


With all of these pressures and challenges, a report by the Europe-based Irdeto quoted by Convergence Plus sees four key building blocks to making multi-screen work successfully.

The first is the need to increase customer loyalty with a personalised user experience: While many solutions focus on just “getting on a device,” the real challenge is making a personalised experience across devices that keep consumers wanting more. An intuitive design, coupled with recommendation technology and consistency of user interface and experience across devices is key.

The second is to reduce risk, cost and time to market: With the fierce race to offer multi-screen services, operators must remove the risk and delay inherent in complex integration projects. Using a reference architecture that is pre-configured, templated and ready for branding will achieve these goals. In addition, cloud-based services can instantly scale and provide the high level of availability and redundancy that in-house implementations cannot match without massive investment in infrastructure.

Thirdly, there is need for uncompromising content protection on any device: To ensure the success of the service, an operator must enable consumers to securely access premium content from any device of choice, including devices of tomorrow. In addition, operators must provide uncompromising security on any device to satisfy content owners and to enable them to maximise the return on their investment in premium content

There is also need for monetising using different business models: Having the freedom to test market preferences and pricing is a powerful tool for operators to fine-tune their commercial models. Advertising in particular provides major opportunities for networks. Monetisation of long-form video distribution has been the purview of OTT players such as Netflix, Hulu and Amazon. Now, with the aggressive strategies of companies like Google, the monetisation curve is sure to keep climbing.

Today, a successful multi-screen strategy is more than just content distribution on multiple devices if you want to compete for consumers, and indeed revenue. A more proactive approach to delivering multi-screen services is required, and elevating this service to must-have status for consumers will require development of a personalised experience that engages the viewers, provides tailored recommendations, interacts with their social networks and enhances the existing pay TV experience. 

A truly great multi-screen solution will propel business in the right direction and give the freedom to focus on the core strength – delivering a compelling user and content experience. An offensive multi-screen strategy can help you take advantage of the opportunities in the market and drive up content consumption. Pay TV operators must look for a solution provider which will enable them to incorporate the most appropriate and effective personalisation, social connectivity and monetisation functionalities they deem appropriate to service goals. This can be achieved by leveraging managed services, cloud-based infrastructure, innovative technologies, pre-configured workflows and intuitive interfaces. Having the right technology and partners in place is what will separate those who embark on multi-screen, and those who transform this into a successful offering. 

Latest Reads

Reliance Jio adds 27.9 mn subs in Q3; GigaFiber marks entry in 1400 cities

Mukesh Dhirubhai Ambani’s juggernaut Reliance Industries Ltd (RIL) reported 50.7 percent growth in gross revenue for the quarter ended 31 December 2018 (Q3 2019, quarter or period under review) as compared to the corresponding year ago quarter. The company’s operating result was 25.4 percent higher...

iWorld Broadband
Netflix adds 8.8 million paid subs in Q4; stock falls as spending weighs on profits

Netflix in its Q4 earnings beat Wall Street expectation in terms of international subscriber growth but the same in its domestic market remains tepid. For the quarter, the online video platform reported 1.5 million domestic subscriber addition and 7.3 million new subscribers internationally.

iWorld Over The Top Services
Netflix releases the trailer for Soni

Netflix today launched the trailer for the critically acclaimed film Soni, will launch on the service in 190 countries on January 18, 2019.

iWorld Over The Top Services
Netflix raises US prices for the first time since 2017

Is Netflix feeling the heat of well-funded competitors? The king of OTT platforms is increasing its US prices for the first time since 2017.

iWorld Over The Top Services
Amazon Prime Music introduces innovative Hands Free Feature to enjoy music using voice on its mobile app

Amazon Prime Music further deepens its focus on innovative voice features with the introduction of Hands Free feature that enables listeners an effortless, lean-back music listening experience on their Amazon Prime Music mobile app.

iWorld Over The Top Services
ZEE5 maintains momentum with 56.3 mn MAU in third quarter

Media conglomerate Zee Entertainment Enterprises Limited (ZEEL) on Tuesday published its third quarter financial results with its OTT ZEE5 demonstrating continued growth.

iWorld Over The Top Services
Amazon Prime Video drops the full title track of upcoming Prime Original Series Four More Shots Please!

There’s a new anthem for friendship and female bonding in town and Four More Shots Please! is the clarion call! Amazon Prime Video, today dropped the entire title track of Four More Shots Please! Releasing shortly after the no-holds-barred trailer, this title track reinforces the theme of the show...

iWorld Over The Top Services
ZEE5 bridges boundaries to #ShareTheLove with Pakistan, Bangladesh

Three months after its soft launch across 190+ countries, digital entertainment platform ZEE5 is now zooming in on specific priority markets.

iWorld Over The Top Services
Star India's ambitious foray into content with Hotstar Specials

Star India, the nation’s storyteller and its most innovative content company across TV, Films & Sports, is ready with its next big leap in content on the back of its OTT, Hotstar.

iWorld Over The Top Services

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories