By Adam Nightingale, VP EMEA, Accedo

The digital media landscape continues to change. There is no denying that the discovery and consumption of premium video using connected consumer devices has been accelerating over recent years, and Europe is especially receptive to viewing OTT content. According to a recent report by Parks Associates, 72% of broadband households in Spain watch OTT video, compared to 57% in Germany, 55% in the UK and 51% in France. The same report states that 45% of European broadband households own a smart TV.

As those figures continue to rise, it is clear that it will become more and more important for the traditional broadcasters to turn to OTT in order to remain competitive. Many of those traditional broadcasters have already recognised its importance. A number of leading pay TV providers have realised that providing OTT services and companion devices apps for their customers can demonstrably improve loyalty and reduce churn. These are a great way to deliver a value-add service to existing subscribers, enabling them to access broadcaster content via different devices. Not only that, it helps protect them from the relentless march of pure-play OTT services such as Netflix.

Pay TV providers are in a unique position, with strong customer and billing relationships in local markets, as well as an intimate understanding of how to buy and package premium content which will drive consumer demand. As an increasing number of consumers are willing to subscribe to multiple OTT services so it becomes more and more crucial for TV service providers to meet their demands of their markets regardless of which devices are being used. 

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