When Enough is Not Enough?

Why OTT Platforms Aren't Using All Their Potential Features

In today's digital age, Over-the-Top (OTT) platforms are increasingly seen as the future of media consumption. Despite their tremendous potential, many OTT platforms, especially TV operators, are not utilising all the features available to them to boost sales, improve customer engagement, and enhance promotional efforts.

So, what’s holding them back? Why is it that marketing teams—who are constantly pushing to improve customer acquisition and retention—aren’t leveraging all the bells and whistles that their OTT platforms provide? The issue lies deeper than just a lack of awareness or education about these features; it’s about the challenges that TV operators face in promoting their services in a competitive and ever-evolving landscape.

Pushing for Perfection

The OTT market is undoubtedly competitive, with more players entering the field every day. Established companies, such as Netflix, Amazon Prime, and Disney+, continue to set high standards for content, user experience, and technical performance. This environment pushes all OTT platforms to constantly improve and refine their offerings.

In the eyes of the consumer, perfection has become the baseline expectation. Viewers demand top-tier content, an intuitive interface, fast load times, and personalised recommendations. They want not only to watch shows and movies on demand, but also to enjoy the best possible viewing experience without interruptions. As such, the pressure to meet or exceed these expectations is immense.

While these market forces drive technological advancements and UX improvements, they also create a paradox for TV operators: even when they've made significant improvements, they often feel that it’s still not enough. The constant pressure to remain at the cutting edge can lead to missed opportunities, especially when operators aren’t fully utilising all the marketing and promotional tools at their disposal.

The Gap Between Features and Usage

OTT platforms come equipped with a wide range of features that can help operators achieve their sales and promotional goals. From personalised recommendations and tailored pricing models to integration with social media for easy content sharing, the potential is immense. Yet, marketing teams often fail to fully leverage these features.

Why is this the case?

Overwhelmed by Complexity: With so many options and features available, marketing teams may feel overwhelmed by the sheer amount of customisation and configurations required. They may struggle to choose the right tools to focus on, or they may simply prioritise basic, easy-to-implement strategies that feel safer.
Lack of Integration:Many OTT platforms are built with complex backend systems that do not always integrate seamlessly with front-end promotional tools. This disconnect can lead to frustration and wasted opportunities, as marketing teams find it difficult to track user data and insights in real-time. Without clear access to performance metrics, it’s hard to refine strategies and optimize campaigns.
Insufficient Training:Operators might not be fully aware of all the features available to them. Marketing teams often don’t receive the necessary training to make the most out of these tools. The result? Potentially effective features —like interactive ads, dynamic pricing, and content recommendations— remain underused or completely ignored.
Focus on Acquisition Over Retention:Many marketing teams focus primarily on attracting new customers, often overlooking the importance of customer retention. Features that could engage and retain customers, such as personalised promotions, loyalty programs, or advanced content targeting, might not be prioritised.
Budget Constraints:Even when operators are aware of the features they have at their disposal, budget limitations can make it difficult to fully utilise them. High-quality video production, creating interactive promotional materials, and investing in AI-driven tools for personalisation all require significant investment. In a cost-conscious environment, teams may opt for simpler and less resource-intensive approaches.
Fear of Overcomplicating the User Experience:OTT platforms aim to provide a smooth and user-friendly experience. There’s a fear that introducing too many features or overly complicated marketing tactics could overwhelm customers and lead to a negative experience. This is especially true when new features require consumers to make additional decisions or take actions beyond simple content viewing

What can TV Operators do to improve this situation

In addition to these internal challenges, TV operators face external pressures that further complicate their ability to promote their services effectively:

Fragmented Content Landscape: The sheer number of content providers available to consumers can make it difficult for a single operator to stand out. Whether it's through exclusive content, differentiated pricing, or enhanced user experiences, operators have to work harder to differentiate themselves in a saturated market.
Price Sensitivity: Consumers are increasingly price-sensitive and willing to switch platforms if they find a better deal. As a result, operators need to strike the right balance between offering competitive prices and providing a high- quality service. Effective promotions, such as limited-time discounts or bundling options, could be key—but these require the use of advanced features that many operators aren't taking advantage of.
Customer Expectations: Consumers expect personalised experiences and attractive an UI. With proper training and setup TV operators can meet the needs of their customers. Using the usage data is a great way to start
Competition from Free Streaming Services: With the rise of free ad- supported services (AVOD), operators face increased competition for consumer attention. This makes it even more important to ensure that marketing and promotions stand out, which can only be achieved by utilising the full potential of OTT platform features.

How Operators Can Start Using More Features

To improve the effectiveness of their marketing strategies and make the most of their OTT platforms, operators can take several steps:

Invest in Training: This is something that every operator should do. Ensure that marketing teams are fully aware of the platform’s capabilities and how to use them effectively. Ongoing training and support are essential to keep teams up-to-date with the latest features.
Use Personalisation: Use advanced data analytics to offer personalised recommendations and targeted promotions based on user preferences. This not only enhances the customer experience but also increases engagement and retention.
Integrate Cross-Platform Marketing: Cross-platform marketing campaigns, which seamlessly integrate OTT with social media and mobile apps, can increase reach and visibility. Operators should take advantage of features that enable this integration.
Simplify User Experience: While it’s tempting to add every possible feature, it’s important to remember that a simple and intuitive user interface is often the best approach. Focus on adding features that enhance the user experience without overwhelming the customer.
Optimize for Retention: Shift focus from just acquiring new customers to retaining existing ones. Implementing loyalty programs, offering exclusive content, and engaging users with personalised promotions can go a long way in improving retention rates.

Conclusion

In the world of OTT platforms, it’s clear that when enough is not enough, there’s always room for improvement. However, marketing teams need to stop underutilising the powerful features available to them. By addressing the internal challenges and focusing on the user experience, TV operators can create more effective promotional campaigns, retain customers, and ultimately, thrive in an increasingly competitive market. The tools are there, and the opportunities are endless—it's time to start using them to their full potential.

Author: Radim Benovsky, VP of Sales and Business Development, moTV.eu