This last Wednesday, December 9th, Dataxis developed the first Nextv Series Brazil’s virtual edition, which was officially opened with the panel “FTA broadcasters going OTT: new strategies”. There, several related topics were discussed, such as SVOD, freemium and AVOD alternatives; catch-up and monetization of the VOD library; and the role of FTA TV broadcasters as OTT integrators.
The panel of industry executives gathered by Dataxis for the discussion included Andre Nava, Head of Digital Products at Grupo Globo; Alessandro Malerba, OTT Director at Record TV; Andre Luiz Costa, General Manager at Vibra Digital (Bandeirantes Media Group); and Thadeu Coelho, Sales Director Latam at Bitmovin.
‘Globoplay’s performance over the last 12 months has been great. Its base has been growing steadily, and we can attribute that to top-tier national content. Throughout 2020, we launched several very relevant originals and, in September, we launched Globoplay +, a new package with pay TV channels available through Globoplay, with Globosat channels. Channels were only available through one operator, and now we have more content options available. We also launched a bundle with Disney+. We believe that we have a round product with relevant content. Our ambition throughout this decade is to become leaders in the OTT market in Brazil’, reported Nava.
Regarding the main challenges that a FTA TV channel has to face now to implement a successful OTT product, Coelho assured that ‘the word ‘success’ is the key word, and it has a lot to do with monetization. Outside of Brazil, Mexico and the traditional large audiences of the linear market, in countries like Colombia and Chile there is great difficulty in monetization technologies. In these countries, we see that the subscription model is not yet considered. It is a difficult experience outside of Brazil and Mexico. Another way is monetization through ads. I see a cultural barrier here, even though broadcasters are testing this model, and they are a major financial driver in the industry. It is important to learn how to sell these ads in a targeted, personalized and individualized way in OTTs. The cultural transition is taking longer for Latin America, but there is a great way for these broadcasters to adopt a monetization path. We are competing against the channels, but also against the times of the users’, said the executive.
Regarding the main motivations for subscribing to an OTT product, Costa explained that ‘the platforms are very diverse. At any given time, something is relevant to both, but the most important thing is relevance and comfort. This way, the link that subscribers have with the content will determine the way they consume’. In addition, Malerba reported that ‘content is the starting point that makes subscribers consume the A, B, C or D application’.
‘There are contents that nowadays make no sense to be charged’, said Costa. ‘But there are other contents that we understand that they have value to make some kind of collection. There is also the possibility of delivering targeted advertising, and linking digital services such as buying opportunities, scores, prizes and other resources that are not just a subscription fee, in order to monetize this content, but there is no single way’.