Research firm analyzes the impact on the OTT video market of magazine publisher’s move into video

Parks Associates’ OTT Video Market Tracker reports new competition for OTT video services is starting to emerge from magazine and newspaper publishers. As print media publication subscriptions have fallen, many companies have moved into the online and mobile world in search of new sources of revenue and new options to appeal to advertisers. According to the research firm, in August 2015, half a dozen of the video-oriented services launched were from magazine publishers. Examples include CosmoBody and Goodhousekeeping.tv from Hearst.

“As of 2014, news and magazine apps rivalled TV, movie, and video apps in terms of regular use,” said Brett Sappington, Director, Research, Parks Associates. “Publishers are increasingly adding video components to the online presence for their brands, striving to maintain or build their appeal among consumers. In the OTT Video Market Tracker service, we discuss this trend and the different types of video content publishers are creating to promote their online services.”

Publishers are accustomed to and have expertise in both subscription and advertising-based models for content services, giving them an advantage that many start-up OTT video services do not have. Many publishers also have recognized consumer brands that can be leveraged to promote online services and attract advertisers. Magazine and newspaper video services produce, create, and publish primarily short-form content. This type of content is “snackable,” which appeals to young consumers and those viewing on mobile devices.

“These services will ultimately have an impact on the larger OTT video space,” Sappington said. “While they will not replace consumers’ desire to watch long-form content, these players will compete for subscription revenues and major advertisers. Their brand of content will also appeal to mobile users and young consumers.”

For more information about OTT Video Market Tracker and related research, contact [email protected]. To schedule an interview with an analyst or to request specific data, please contact Holly Sprague at [email protected]. 

About Parks Associates: Parks Associates, a woman-founded and certified business, is an internationally recognized market research and consulting company specializing in emerging consumer technology products and services. Founded in 1986, Parks Associates provides business intelligence and research services through its proprietary methodologies developed over decades, including quarterly surveys of 10,000 internet households.

The company's expertise crosses many industries: home security and smart home, streaming video, broadband and pay-TV services, digital media and platforms, gaming, Wi-Fi and home networks, connected health, support, consumer electronics, home control systems, energy management, and tech solutions for the multi-dwelling (MDU), small-to-medium business (SMB), and commercial building markets.

Each year, Parks Associates brings thousands of leaders together for its webinars and annual events. The firm hosts the annual executive research and strategy conferences CONNECTIONS™, Connected Health Summit, Smart Energy Summit, Smart Spaces, and Future of Video. https://www.parksassociates.com
 

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