Pay-TV and OTT Providers: How to Gain Competitive Advantages Through Data-Driven Content Valuation

Published on January 19, 2023

Over the last decade, consumption of pay TV and over-the-top (OTT) media services increased significantly. As the market saturates and competition gets tougher, providers need to distinguish themselves through high-quality, exclusive content. Data-driven content valuation can contribute decisively to achieving this goal.

More and more consumers use pay TV and over-the-top (OTT) services, especially among the 18 to 44 age bracket. In Germany, for example, 65 percent are currently subscribed to OTT services. As a result, the trends that helped pay TV/on demand companies become successful are setting the pace for the whole industry – and continue to evolve it. Subscriptions and ads in exchange for not having to pay, track customers’ preferences, aligning new content to it. That’s the foundation of Netflix’s, Hulu’s, Disney+’s, etc., triumphant march.

Bigger market saturation triggers intensified competition and more spending

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