London, UK – Leading international research and strategy consultancy MTM releases a report that explores US industry perspectives on the future of live and linear broadcasting in an OTT world.
The research, sponsored by Yospace, found that US TV executives are bullish about the prospects for live and linear channels, despite intensifying competition for audiences and ad spend. Live and linear TV is unique in offering mass concurrent audiences and, as the online market fragments, the value of that reach is growing – delivering “immense value” according to US executives.
“The way to remain socially relevant is to be live. A live viewer will be tweeting about it, and telling their friends the next day. That’s hugely valuable to broadcasters because it creates an affinity for their channel – and it’s valuable to advertisers.” – US broadcaster
However, central to enhancing this value, according to the study, is the need to invest in advanced TV advertising (ATVA) technology. TV executives are increasingly looking to develop and deploy addressable solutions over IP networks delivered to connected devices and, crucially, Smart TVs.
By contrast, the wider development of ATVA capabilities on TV platforms will require broadcasters and MVPDs to strike partnerships and commercial agreements, as required, to bring data and inventory together – partnerships that have proven challenging to establish.
Despite the challenges in striking these partnerships, there is a widespread desire to move quickly to combat the threat to premium content rights posed by the major internet companies. TV executives see four key priorities for the US industry: