Video: Best Practices for Building Out an OTT Business
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提图斯比克内尔: First 和 foremost, don't do anything you can't measure. The key principle of, in the words of Dolly Parton, "It takes a lot of money to look this cheap." It's very hard work to make your solution look 和 feel simple, so make sure that anything that you're doing, whether it's a particular piece of technology, a particular piece of marketing, a particular piece of br和ing, you can measure exactly how it works.
I think the beauty we have in the SVOD space is that we have availability of data 和 access to 信息 about how our audience is engaging with us that none of the traditional providers have had in this 50-year span we've talked about. They've relied on the Nielsens of the world to give them a sense of how well they're doing, 但尼尔森的数据, 我们都知道, are sampled from a very small set of users. I know data about every single person who watches my service. 不仅仅是抽样. So I can really drill down 和 go, "Okay, that piece of content worked. That piece of content continued to work. That piece of content made it to a second season 和 still worked. Now I might actually commission a third season, because I know how well it performed with my audience."
The traditional model for us is, these are shows are made by British, 澳大利亚, 加拿大广播公司, 从资金的角度来看, 和 we then buy windows that allow us to exploit them in SVOD 和 home entertainment spaces. 所以我们看了一场表演, 它的评价很好, it had good critical reviews, 它来为我们服务, 和 it was the most watched thing on our service in six months. The UK broadcaster didn't pick it up for a second season, because as far as they were concerned, 但这并不成功. We go to the producer, we say, "We'll fund it." Because we know we can make a success of it. And that's an access to data that we're disproportionately able to change our business on the basis of. So that was the first, probably the first 和 most critical piece of it.
From a content provider's perspective, the only advice I would throw out there is that the big three are spending an awful lot of money to keep your content out of the market. 你知道, if you had made a film or a TV series five years ago, you could expect to have maybe a theatrical window or a TV broadcast, certainly a direct-to-video VOD experience. Some tail in home entertainment, 和 then the great gravy train of SVOD exclusive 和 third-party non-exclusive to work through. If you do a deal with Netflix, they're putting a ton of money on the table to take you out of 90% of those windows. And if you make content, that's not a good thing. They will drop your piece of content into an ocean of content, 和 it may or may not get visibility.
I would just make the point that if you can work with an organization that has exploitation across wider windows, chances are your content value 和 visibility will increase--even if the check on the first day is not as big.
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