How to Deliver a Skinny OTT Bundle with Mass Appeal

Learn more about OTT bundling and discovery at Streaming Media East 2022.

Read the complete transcript of this clip:

Adam Salmons: It's very difficult to be the one service that's gonna be the solution for everyone, but I think what we've found is that by having a slimmer package in cutting out sports, our thesis was really that there was a portion of the market that was getting left behind by the traditional cable services. And these people were largely leaving the market or never being a part of the market in the first place. So what we've tried to do with Philo is put together something that hopefully will appeal to a large portion of your family. We've got the great lifestyle content that you would expect from the discovery portfolio. We've got some of the best brands for kids with the Nickelodeon portfolio, and a lot of those deeper theatrical things that you would find on AMC on a lot of the Paramount networks.

But I think really it's not enough to just have the volume of content. It's all about that personalization aspect. So, what we have found is we really like to dive in on our data to find not only what are people watching in the moment, but how are they interacting with their product? What shows are they saving? Are they watching things on DVR? Are they watching things VOD? What parts of the product are they interacting with? Do they scroll through the collections that we put together? Do they just wanna look and see what's airing live on the guide?

And so it's all about taking that data and then putting the shows and pieces of content that they may not realize are on in front. That's where they're seeing the value and sticking with us.

What Makes Streaming Bundles Work

When it comes to bundling streaming services, there are other factors to consider beyond the price point, product differentiation, and the content offering the bundle will deliver. According to Roku's Anastasia Pronin, Philo's Adam Salmons, and Bango's Giles Tongue, the key to an effective and profitable streaming bundle is identifying consumer needs and pain points and delivering a bundle that addresses those needs, and they explain how to do it in this clip from Streaming Media NYC.

05 Aug 2024

Are Super Bundles the Future of Subscription-Based Streaming?

Churn is an unavoidable fact of life for streaming services, and much of the strategic thinking that goes into trying to make SVOD profitable focuses on how to minimize its impact, whether by offering more content, incorporating ad tiers, or entering into various bundling scenarios. So what's working in 2024 and what isn't? Five leading M & E analysts—ESHAP's Evan Shapiro, Erickson's Paul Erickson, Dataxis' Ophelie Boucaud, TVREV's Alan Wolk, and Hub's Jon Giegengack—discuss current strategies to ward off churn-pocalypse in this clip from Streaming Media Connect 2024.

11 Mar 2024

Telcos and Streaming Service Super-Bundling

How significant will telco-centered superbundles-where the likes of T-Mobile or Verizon package streaming channel subscriptions with their services-prove in the expansion of the streaming ecosystem in the years to come, and what types of partnerships is it likely to include? Bango's Anil Malhotra, Starz' Rob Collins, Revry's LaShawn McGhee, and Reality Software's Nadine Krefetz discuss in this clip from Streaming Media Connect 2023.

02 Oct 2023

Is Too Much Choice Making OTT UX Unmanageable?

How much choice is too much choice for OTT media and entertainment consumers? Is content and channel overwhelm ruining the user experiences for OTT audiences who just want to find something to watch? And is more bundling the solution? Find out what Media Cartographer Evan Shapiro and Applicaster Co-founder Jonathan Laor have to say on the subject in this clip from Streaming Media Connect 2023.

12 Apr 2023

Supply Chain Barriers to Streaming's Great Rebundling

Is a Great Rebundling upon us, with all-encompassing über bundles of once-disparate streaming services with cable-high price tags soon to engulf the OTT world? If so, the biggest barrier might not be cost or lack of choice. According to Ateliere CEO Dan Goman, the content companies involved lack the infrastructure or head count to pull it off.

03 Feb 2023

Pay TV Fighting Decline With OTT Offerings: PwC Report

While pay TV revenues are down overall, as cable companies step up as OTT aggregators. That's one of the notable findings in the new Global Entertainment & Media Outlook report from PwC.

20 Jun 2022

Why Discovery Is Key to OTT Success

Kaltura SVP Product Miguel Rodrigues explains why OTT services that prioritize discovery and personalizations are the ones you should bet on in this clip from Streaming Media Connect 2022.

08 Apr 2022

Plex Introduces Discover, a "Google for Streaming TV"

In addition to its own library of free, on-demand movies and shows, Plex is now offering Discover and Universal Watchlist, which allow viewers to find content across streaming services and save it to their personal watchlist

06 Apr 2022

Are OTT Bundles Getting Too Big?

Where did all the skinny OTT bundles go? Roku's Randy Ahn and Kaltura's Miguel Rodrigues discuss the shifting dynamics and economics of OTT subscriptions and how to deal with them in this clip from Streaming Media West Connect 2021.

11 Feb 2022

Has Content Aggregation Made Skinny OTT Bundles Obsolete

Struum's Paul Pastor discusses the rise of app-hopping in OTT consumer behavior--even as concentration in the market around the major services increases--and the role Struum aims to play in OTT discovery and recommendation for longtail content in this clip from a panel at Streaming Media West 2021.

22 Nov 2021

Video: Are OTT Skinny Bundles Missing the Big Picture?

Vimond CEO Helge Hoibraaten argues that, as an industry, we're missing the point with OTT skinny bundles, aiming for incremental improvements over linear TV rather than anticipating what OTT viewers really want.

29 May 2017